A brand refresh for Rakuten Advertising
ROLE
Creative direction + Lead Designer
I led the ideation, creation, and rollout of a new visual brand identity system. Working hands-on with designers, copywriters, and production, artist and cross-functional collaboration with executive leadership and key stakeholders.
DELIVERABLES
Corporate templates, collateral, and marketing materials, from pitch decks, emails, digital ads, and other programs to a shiny new campaign and design vision for the web.
BRIEF
Rakuten Advertising, a global leader in performance marketing, sought to revitalize its brand identity to better reflect its evolving business and position itself as a forward-thinking, innovative company. The challenge was to create a brand refresh that would:
Modernize—Update the brand to resonate with a contemporary audience.
Unify—Harmonize the brand with other Rakuten properties while maintaining its distinct character.
Empower—Equip Rakuten’s internal team with a flexible and adaptable brand system.
THE SOLUTION
A strategic brand refresh To address the challenges (Modernize, Unify, Empower), we adopted a strategic approach focused on three key goals:
Evolution, not revolution—Rather than a complete overhaul, the approach involved a careful evolution of the existing brand. By preserving the brand's core elements (color and typography) and looking to the B2C brand for inspiration, continuity was ensured and disruption minimized. The focus centered on refining the brand's visual language and color palette to create a more modern and sophisticated aesthetic.
Cohesion with the Rakuten ecosystem—While maintaining a distinct identity, the goal was to create a stronger connection between Rakuten Advertising and the broader Rakuten ecosystem. This was achieved by incorporating visual cues and brand language that aligned with the overarching Rakuten brand. This alignment helped to strengthen brand recognition and reinforce the company's position as a part of a larger, innovative organization.
Ease and flexibility—To ensure widespread adoption and consistent application, a comprehensive brand playbook was developed. This document provided clear guidelines, empowering the in-house team to create on-brand materials with ease. However, a degree of flexibility was also incorporated to allow for creative expression and adaptation to different contexts.
THE RESULTS
A resounding success, the new brand identity was been well-received by both internal and external stakeholders. It has elevated Rakuten Advertising's perception as a modern, innovative, and trusted partner; increased brand recognition and recall through consistent application of brand guidelines; energized employees; fostered a stronger sense of pride and belonging; and attracted new clients and partners, leading to increased business opportunities. By strategically evolving the brand, creating synergy with the Rakuten ecosystem, and empowering the team with a flexible brand system, we have successfully positioned Rakuten Advertising for continued growth and success.