RE-BRAND & MESSAGING OVERHAUL

THE NEED

As a business, AnyRoad had secured high-profile logos and powering experiential for some of the world's most-loved brands. We knew there was untapped opportunity in the market – since brands today are investing more in experiential marketing than ever before. However, AnyRoad struggled to get net new prospects to engage with existing inbound and outbound motions. Upon joining the company in 2022, it was clear that solving this needed to be a priority.

Growing awareness for AnyRoad in the market and building credibility with potential buyers would be a critical foundation for ensuring the success of our newly-established marketing team in delivering pipeline against aggressive growth goals. Ensuring that we had a clear message for who AnyRoad is and the value our platform provides –and that it was consistent across all channels and surfaces – was a major focus for this initiative.

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While the initial scope of the project was to update our messaging, as we evaluated AnyRoad's existing presence in the market it become clear that our brand identity didn’t reflect the promise of experiential marketing and our vision for AnyRoad's position in the market. A dark, masculine, and rigid brand identity felt disconnected from our vision of AnyRoad as the platform that empowers brands to build deep, meaningful connections with their consumers through in-person experiences.

THE SOLUTION

We embarked on a full-scale brand refresh that encompassed both updated messaging and a new brand identity that more closely aligned to our value prop, ICP, and target buyer.

Messaging Update

We partnered with a consulting firm to conduct interviews with potential buyers and customers in our ICP. Based on their research, they delivered a draft of an updated ICP and messaging framework. My team led sessions with the consultants and internal stakeholders to validate their hypothesis internally and then used the framework to create updated materials for revenue teams – including a messaging guide, new pitch decks, persona resources, and sales collateral.

Refreshed Brand Identity

We partnered with design & development agency, Little Taller, to create an all-new brand identity. They guided us through brainstorm and ideation sessions, helping us narrow in on a direction for a new look and feel. In our new branding, we aimed for AnyRoad to feel friendly, inviting, high spirited, and inclusive so that there was more synergy between the personal, loyalty-driven mission of experiential marketing and our brand.

Our new brand standards were developed with a color palette, fonts, iconography, and illustration styles. As the final piece of the puzzle, we developed a new AnyRoad logo which represents the continuous path forward that experiential – powered by AnyRoad – offers brands who aim to create meaningful connections with their consumers.

An All-New AnyRoad.com

To launch our new brand and messaging, to undertook an end-to-end update of AnyRoad's website. Supported by Little Taller, we: 

• Redesigned the site structure to deliver a better user journey and help prospects find the right information
• Re-wrote the copy for 26 existing pages and developed 15 new pages to support the ideal site journey for our target buyers
• Applied the new branding across the site

Consistent Market Presence

All market-facing surfaces were updated to reflect the new AnyRoad messaging from third-party solutions and listings, to sales decks and call scripts. Go-to-market teams were enabled at our 2023 Revenue Kick Off event. And, we used the launch of our new brand as a way to make a splash in the market and start growing awareness and recognition for AnyRoad with a number of activities including a blog post and teaser video , an executive announcement on LinkedIn, and an email and ad campaign to spread the word about this next chapter in AnyRoad's journey.