Firefly needed to elevate its presence to match the premium level of its advertising partners which include luxury icons like Louis Vuitton to household names like Instacart and Dunkin Donuts. By refining the company’s visual identity, I positioned Firefly to stand shoulder to shoulder with our collaborators, ensuring our presence reflected the quality and reputation of our clientele. The new brand was implemented across touch points to increase cohesion of the brand identity.

In the competitive digital out-of-home space, differentiating our brand was critical. To achieve this, I developed a suite of custom illustrated icons and brand elements. These graphics were inspired by urban environments and directly reflected where our ads were most often seen. I carefully selected a color palette and integrated crosswalk and wayfinding imagery to convey a sense of energy and motion, mirroring the movement of our advertisements, which traveled through city streets. The modern design trends I used reflect the modern technology behind Firefly's metrics capabilities.

By elevating our visual identity and fine-tuning our messaging, we created a story that deeply resonates with advertisers, drivers, and consumers. As a result, we saw a significant boost in revenue, with Firefly raking in over $60 million in annual sales. The new brand not only helped us stand out from the competition but also educated ad buyers about our cutting-edge measurement and analytics capabilities. Plus, I put together a suite of modular sales materials that our high-performing sales team leveraged to great success. Overall, this clarified brand presence deepened our partnerships and attracted new clients, solidifying Firefly's role as a leader in the digital out-of-home advertising space.