Blink Twice
New Work: Multilocal Rebrand
Multilocal's new identity puts people back at the centre of programmatic advertising.
The Brief
Programmatic advertising has a reputation for complexity, jargon and distrust. Yet the whole point of it is reaching audiences, the real people on the other side of the screen.
Multilocal curates those audiences for advertisers and media owners. It needed an identity that cut through the category's noise and made its human-first approach obvious.
The Unlock
We started by mapping the category. Almost every programmatic brand sells the same thing: dashboards, data points and the promise of better tech. That's the red ocean.
Multilocal's Unfair Truth sat outside it. The value of programmatic comes from the audiences it connects, and curating audiences is exactly what Multilocal does best. So the Blue Ocean Move was to own the human side of programmatic, a space its competitors weren't even looking at.
The idea: curation with people at the centre.
The Identity
We built a bold identity that positions Multilocal as the curation experts.
The type system is confident in a category full of jargon. We refined the logo and stripped out the clutter so the new position reads clearly. The colour palette breaks from the category and balances authority with warmth, and structured layouts make complex ideas easy to follow.
Real, human photography runs through every touchpoint, a reminder that there's a person behind every impression, click and conversion.
The Result
The new identity rolled out across Multilocal's digital channels, sales materials and client communications. With audiences at the centre of its story, Multilocal now stands apart in a category still arguing about tech specs.
Thanks to the Multilocal team for the trust and the collaboration.