Full Contact
Brand Positioning
Brand Strategy
Logo Development
Presentation Template
Full Contact’s Challenge: To establish themselves as the responsible stewards of data
FullContact is a technology company that provides identity resolution, audience development and personalization services to both consumers and enterprises. Guided by the belief that life is all about people and the relationships between them, with a stated purpose to “make relationships better”, FullContact has grown beyond its original objective and was poised to be a key player in personal data and its use. However, due to the sensitivity of personal data, FullContact wanted to be seen as the responsible stewards of that data, and needed a new definition and identity that reflects that ambition.
Our Strategy: Defining a Clear and Impactful Brand Identity
Our first task was to create a new positioning for the company–something that would capture the fact that FullContact was entrusted with so much personal data, and communicate their respect and responsibility with that data. After countless interviews, audits, and research, we created the positioning “The Higher Road”, a statement that directly expressed their goal of always being that responsible steward.
Our second task was to update their existing logo and visual identity, which–as an adaptation of a rolodex–was considered highly outdated. The logo we created was clean, simple, and clever: an outline of a person made up by a 1 and 0, bringing together data and the individual. We further built on that identity with traditional components, such as colors and typography, as well as activation elements, such as presentation templates and ad layouts.
Achieving New Heights: FullContact Launches Its New Brand
With their new brand positioning and an updated visual identity, FullContact successfully repositioned itself as a leader in responsible data stewardship. The new logo, symbolizing the union of data and individuals, reinforced their commitment to privacy and respect for personal information. This redefined identity allowed FullContact to solidify trust with their customers and stakeholders, positioning them as a key player in the evolving landscape of data privacy and identity resolution. The refreshed brand not only reflected their ambitions but also resonated deeply with their audience, contributing to continued growth and recognition in the industry.
