Neustar Helps Make Data Shine.


Client

Neustar

Project

Visual Brand Design

Media

Collateral, Digital, OOH

For more than 20 years, Neustar has been paving the way for connectivity through real-time information, analytics and telecommunications platforms. In fact, Neustar was the pioneer of Caller ID services. However, with a fully connected future not far away – and with the acquisition of numerous new services – Neustar needed to update their brand vision to reflect their position as leaders of the connected world.

The first step was translating Neustar’s business offerings into something B2B audiences could understand. Since the term “data” is overused and extremely impersonal, we developed a positioning strategy that humanized the brand.

Focusing on making Neustar more relatable and their solutions less abstract. The phrase “Connection Science” was born. From there, we created a design language that was inspired by leading academic journals infused with more authentic photography to hit home the idea of “Connection Science.”

Client

Neustar

Project

Visual Brand Design

Media

Collateral, Digital, OOH

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Visually we modernized the color palette to better fit a tech company in 2016. We moved their traditional Kelly green to a more vibrant neon green. An idea inspired by the notion that Neustar can illuminate or guide businesses through the often dense world of data. Bright accent colors helped round out the spectrum. To give the brand a sense of order in all of their communications, we designed a unique (and trademarked) Neustar grid which provides underlying structure for everything from internal emails to external sales decks.

With a new brand identity and strategic position in place, we launched at Cannes through a series of targeted emails, event signage, and digital display ads, all with the intent of piquing the interest of decision makers eager to evolve in the connected world.

Next we took their existing (and occasionally heady) content and provided a strategic framework for their website, sales decks, case studies, and white papers. With language, we injected a more personal tone, focusing as much as possible on the real world outcomes of their offerings, rather than staying in the “weeds” and focusing on the “how.”

After a full audit of their website and competitive search patterns, we developed a content strategy structured around real problems their clients were looking to solve-not necessarily just what Neustar had in their repertoire to sell. Headlines shifted to client pain points, like, “Is your site currently under DDoS attack?”, “Are your outgoing calls being ignored?”, Allowing us to craft the user experience around verified customer needs. We took this approach to collateral materials such as sales decks, white papers, and newsletters. Helping clients-both current and potential-really understand the value of Connection Science in a more tangible way.