Defining A New Market Category
Ogury, one of the fastest growing tech businesses in the UK, approached Fable&Co. with an exciting & complex challenge; to work together to develop & introduce a revolutionary, new market category to the world. This ambitious move would help Ogury to achieve their goal of becoming a ‘unicorn’ – a business valued at over a billion dollars.
To achieve this, we would first need to fully acquaint ourselves with their unique business proposition, undertaking thorough research to fully understand the challenges, needs & requirements of a data-hungry audience that included many of the world’s leading brands, publishers & partners.
Ogury’s existing brand identity would need to evolve to better reflect their mightily impressive growth & award-winning mobile data platform – as well as to support their lofty aspirations.
Fable&Co. discovered that Ogury’s ground-breaking approach to mobile marketing would provide brands & publishers with access to well over 400 million GDPR compliant user profiles, revealing these users’ unique habits, behaviours, preferences & intentions. This data would allow clients to see the full picture & truly understand the human behind the screen – giving users choice whilst serving only relevant, valuable content & in-turn, increasing user engagement & maximising revenue.
When exploring the new visual brand identity, it was vital that it communicated the innate personality of the business, demonstrating their highly progressive, ambitious, energetic & diverse culture & ethos. These foundations helped to promote the new category in a way that reveals its extraordinary proposition to the discerning world of global brand advertisers & publishers alike.
The scalable ‘supergraphic’ was created to demonstrate the powerful mobile journey data – illustrating the vast mobile landscape, with Ogury giving order & meaning to the substantial data, harnessing its potential. This visual asset was designed to offer flexibility, utilised throughout the site & across other online & offline applications.
The new Ogury website needed to communicate an important but complex narrative, therefore design & UX had to be carefully considered to ensure key messages were conveyed in a clear & structured way. The custom-built website featured user activated animations & parallax scroll to create a satisfying, rewarding & seamless experience for the user, working responsively across mobile, tablet & desktop.
A flagship video was produced to present Mobile Journey Marketing to an unsuspecting audience, designed to engage visually & carry great impact, whilst also clearly articulating Ogury’s proposition – striking a fine balance between aesthetics & technical accuracy. We utilised interesting, dynamic stock video that felt as natural & real as possible, & combined with motion graphics & overlays to create a sense of immersion, with certain words & graphics seemingly part of the video environment.
We were tasked with re-imagining Ogury’s array of whitepapers, one-pagers, brochures & marketing decks to align with the newly created brand identity. We explored content hierarchy, layout & identified images that reflected the important copy & key messages throughout. We also created a suite of corporate stationery that imbued a sense of corporate professionalism & simplicity, whilst ensuring consistency across all marketing materials.
To bring the new visual identity to life & give balance to Ogury’s obvious tech-prowess, we utilised a range of stock imagery that introduced a ‘softness’ & injected a much-needed element of humanity. Although fundamentally consistent throughout, imagery included a tiered library to offer flexibility depending on what was being communicated & to which audience, with images evoking a sense of motion, dynamism & fluency.
Ogury continues to grow at an exponential rate; with the on-boarding of new employees, introduction of new products & specialist vendor partners, there is a constant need for the creation of new materials. Therefore, an extensive brand style guide was hugely important in order ensure consistency across online & offline applications. Its purpose was also to communicate the various aspects of the new brand identity, such as proposition, logo, colour palette, graphic assets, key messages, tone of voice, imagery & iconography.
Ogury attend numerous, high-profile events across the globe, such as World Mobile Congress, DMexco & AdWeek. Each event presents an opportunity for the business to promote their innovative technology & noteworthy products, whilst significantly increasing brand awareness & reputation among peers. We needed to create an eye-catching, impactful exhibition stand that would resonate with & entice attendees to visit, clearly communicating key messages, whilst showcasing the new brand identity.