Sunup

The resonance of "authentic" as 2023's "Word of the Year" continues to echo through 2024. In an era where genuine connection matters more than ever, brands are learning that trust isn't earned through words — it's built through consistent action. What do Patagonia, LEGO and Aerie have in common? They've mastered authentic brand building by aligning their values with tangible business practices. It's no coincidence that businesses are now more trusted than governments and media globally. The takeaway? True brand authenticity isn't performative — it's operational. Your values must live in your decisions, not just your marketing. https://lnkd.in/gHq65Ds2 #BrandStrategy #AuthenticLeadership #BusinessTrends

Developing a creative campaign is both an art and a science. Here's a look at the methodology we use to consistently drive results for our clients. https://lnkd.in/gGPu5EMP

Growth in the tech industry should?benefit everyone — not just?the power brokers at the very top. That is the belief of our client TechEquity, which advocates for everyday people in the tech industry,?ensuring fair labor conditions and access to?affordable?housing. As TechEquity's roots expanded beyond its home base in Oakland, California, its team needed a new brand that better reflected the organization's increasing size and scope on the national stage. With that in mind, we created a bolder, more provocative look that commands attention. We started with TechEquity's logo, embedding its mission front and center. Then, we crafted a visual system, largely inspired by protest signs, to give every communications touchpoint a sense of empowerment. Working on this mission-driven brand was an honor, and we're excited to see how TechEquity continues to shape the tech landscape for years to come.

Memfault recently?launched Product Analytics to help IoT professionals better understand?every device in their fleet, even when they aren't connected, leaving no gaps in data and no guesswork around usage, performance and reliability. To help with this launch, we developed a sub-brand that references Memfault's overarching identity while underscoring what makes Product Analytics unique — namely, its reporting features and dialogue with customers. We then helped bring this product to market with mockups that visualize the user experience.

Brand guidelines aren't just for the marketing team. So make sure the average person at your organization knows where to find them and how to use them. https://lnkd.in/gz9Wg9TA #brandguidelines #brandingagency

As with many things in life, branding operates on a spectrum. Sometimes an overhaul is in order; at other times an organization just needs a refresh. It's a nuanced point, but it makes a big difference in aligning on vision and scope. https://lnkd.in/gsJy-92j #branding #brandingagency

Fintech brands are experiencing an image crisis — with consumer trust dropping by 12% last year, according to McKinsey. While this reflects a sobering reality for the industry as a whole, it also presents an opportunity for smart fintech firms to competitively differentiate themselves. The result of more intentional brand building could mean regaining consumer trust and ensuring long-term loyalty. See our full findings and recommendations in the report below. #fintech #branding

We, of all people, get it: Branding can be daunting. Here's one piece of what goes into finding the right agency partner — whether that's us or someone else. https://lnkd.in/gju2VhiH #brandingagency

?? New research from our friends at Memfault. We enjoyed helping them visualize and promote key pieces of the data. Check it out!

B2B marketers, are you underinvesting in your brand?