BECKON LAUNCHES “THE SOURCE OF TRUTH FOR MARKETING?” Campaign

I'm very proud to announce Beckon, Inc. has just launched new messaging and an accompanying visual identity system just in time for Advertising Week in New York City.

In partnership with Beckon executives, famed illustrator John Hersey and animator Craig Sarachene, I developed and produced a comprehensive visual identity system with the single intention of delivering a final package that worked much like a symphony. I imagined a composition of lush, lyrical elements that describe the very human, honest soul of Beckon's novel, highly sophisticated enterprise marketing products that magically and elegantly unlock valuable insights from overwhelming amounts of big data.

I began work on the project back in February after competing with a few other creatives in a "bake off" — a "winner takes all" format where, if your creative concept hits home, you're hired. Over many months of work, the team constantly iterated on the visual story as Beckon's new messaging emerged. We communicated ideas via rough animations and sound design, mood boards, sketches and a lot of discussions about expressing the true essence of the Beckon brand. What we ultimately came away with was an overarching, versatile structure that carries the look, feel and message across myriad communication channels that typically make up today's marketing platform...including a "behind the scenes" video and a food truck for Ad Week, of course.

Beth and John working on illustrations.

Jennifer Zeszut, Beckon CEO, writes, "It’s a big day over here at Beckon! You will no doubt see press mentions and social buzz about our brand new website launching today. And while the new imagery and animations are astonishingly beautiful, the pretty pictures aren’t the exciting part.

"What’s most exciting is that today we share our vision for Beckon and tell the world what we believe and why we come to work every day. Today is the day we lay claim to Beckon being The Source of Truth for Marketing."

Plan and align to succeed: a "blueprint" for our work.

We also created these three short videos, illustrating three of the campaign's top line themes:

FINALLY, MARKETING HAS ITS TRUE NORTH

MARKETING DATA IS BEAUTIFUL WHEN IT’S RIGHT

UNLOCK DATA TO UNLOCK GROWTH

I'm extremely excited to share this work with you and from what I'm hearing from the Beckon team, "it's such a hit". I hope you'll share your thoughts with me about the project and, if you're in need of creative direction, visual design or brand identity, give me a holler: [email protected].