ANYROAD RE-BRAND & MESSAGE DEVELOPMENT

THE NEED

At the time I joined AnyRoad, the company had secured high-profile logos and was powering experiential for some of the world's most-loved brands but struggled with achieving consistent, repeatable growth.

I knew there was untapped opportunity in the market, since brands today are investing more in experiential marketing than ever before, but the challenge was in getting net new prospects to engage with us. It became clear that we had an awareness issue in the market and solving this while building credibility for AnyRoad needed to be a top priority in order to hit our revenue goals.

In order to grow awareness and position AnyRoad as a credible market leader, my first priority was to establish messaging and do a full-scale update across all of our digital and physical assets to ensure consistency.

As I evaluated our market presence, particularly our website, it become clear that our brand identity didn’t reflect the promise of experiential marketing and our vision for who AnyRoad was. Our existing dark, rigid, and masculine 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. And so we kicked off the process to design a new brand identity that was more approachable.

THE SOLUTION

We embarked on a full-scale brand refresh that encompassed both corporate 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. They delivered a draft of an updated ICP and messaging framework. I led sessions with the consultants and internal stakeholders to validate their proposed messaging internally, refine based on our own insights, 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. The aim was 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 how we showed up in the market.

We developed new brand standard with a color palette, fonts, iconography, and illustration styles. As the final piece of the puzzle, Little Taller helped us design 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, I worked with my team to: 

• Redesign the site structure to deliver a better user journey and help prospects find the right information
• Re-write the copy for 26 existing pages and develop 15 new pages to support the ideal site journey for our target buyers
• Apply 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. I led enablement sessions for go-to-market teams 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 email and ad campaigns to spread the word about this next chapter in AnyRoad's journey.