Case Study:
Optivate Brand Identity​
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​To help Optivate stand out in a saturated ad-tech space, I led a full rebrand that clarified their offering, modernized their identity, and introduced a more human, cinematic visual language. From strategy to execution, the result was a brand that feels grounded, confident, and distinctly different from the competition.
The Challenge
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Optivate, an ad-tech company specializing in CPG promotions and activations, came to me with a brand that hadn’t kept pace with their evolving offering. Their identity lacked clarity, their value proposition wasn’t landing with potential clients, and their visual presence blended into the sea of generic competitors. They needed to reposition themselves as a top-tier agency that felt modern, confident, and fundamentally different.
The Action
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Partnering directly with the CEO, I lead a full-scale rebrand starting from the ground up. We began by reworking the company’s positioning and messaging to emphasize what truly set them apart: simplicity in the face of complexity. Visually, we threw out the expected tropes. No generic phone-in-hand stock imagery here. Instead, we leaned into a humanistic, cinematic approach with expansive, nature-driven imagery to reflect the calm confidence Optivate brings to chaotic marketing workflows. The new logo and identity system reinforced this modern-yet-grounded tone, while the website and sales collateral made their offering more digestible through clear, approachable language and a streamlined user experience.
The Result
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The rebrand launched seamlessly across digital and print touchpoints, with early feedback validating the strategic shift. Clients and internal teams responded positively to the refreshed identity and simplified messaging. The updated positioning also contributed to a huge improvement in pitch win rate, helping the company stand out more clearly in a highly competitive CPG landscape.
