Magellan AI Branding & Marketing
Upon joining Magellan AI, there was a clear need for a branding refresh. There was no consistent design language across the software and marketing materials and with the company primed for substantial growth in its ad measurement business, it needed a stronger foundation to expand on. I began with researching and developing a new logo, palette, and typeface treatments before turning my attention toward a new website and marketing collateral.
Magellan AI Logo, Palette & Typeface
For the logo, my goal was to present a coherent, future-facing wordmark while maintaining a seafaring theme and keeping ties to the original logo for sake of existing press and sponsorship placements. In tandem, I tuned the palette for greater saturation across the board, while adding an accent pink and a new secondary palette. The two-tone logomark treatment evokes a sea-sky abstraction.
The existing application was deeply rooted in Roboto, which is strong in readability and for displaying data, however the absence of a headline pairing made interfaces flat and generic. I settled on Poppins for its alignment with the wave shapes, logo, Roboto typeface, and ease of licensing.
Magellan AI Marketing Site
Among my first initiatives at Magellan AI was to design and build a new marketing website. The primary goals were to highlight the products and benefits relevant to each of our key client types: publishers, advertisers, and agencies - while carving out space for our burgeoning measurement product. Built from the ground-up in webflow, I designed the site to maximize flexiblity for integrating future products, promotions, landing pages, and research - leaning heavily into webflow CMS for other team members to be able to contribute and alter content.
Thought Leadership & Research
Case Studies: I worked with our standout clients to create case studies highlighting their businesses and how Magellan AI helped drive their revenue and growth. By independently developing an executing on a process for outreach, interview, data collection, outlining, review, publishing, and promotion, I built a library of 20+ customer success stories showcasing all major facets of Magellan AI's business.
Quarterly Benchmark Reports: Magellan AI's benchmarks are cited across the podcast ad industry for reference points on the market's size, growth, performance, and development. I worked closely with the data team to define the dimensions most relevant to the industry, QA and refine the resulting data, build a visual structure and narrative, and distribute the reports - including routine live webinar presentations.
