IN THE WORLD OF AD TECH, SERVING ADVERTISING TO CONSUMERS THAT IS A WELCOME EXPERIENCE ON THEIR MOBILES IS FAR AND AWAY THE BIGGEST PLAY IN TOWN.
Kargo creates mobile advertising strategies that launch brands and publishers to the next level, delivering bespoke creativity and tailored technology for the world’s best brands and publishers. It is a brand that is building automated tools customised for a mobile-first world, coming up with big ideas for small screens.
The size of the prize and the sheer pace of growth mean the ad tech category is a Wild West of competing technologies, colorful characters and extreme and rapid change.
In this context, Kargo, established in 2003, is already a heritage brand. Now expanding rapidly, Kargo asked The Partners New York to help pinpoint the uniqueness of its offer and express this in a compelling way to its media-buying and brand marketer audiences.
The result is a new positioning and identity that highlights Kargo’s unique large-scale alliance of the best publishers, and the breakthrough quality of experience the brand can offer to advertisers targeting consumers on their mobiles.
Working with Kargo’s leadership team, we developed a brand strategy that amplifies its unique proposition: the ability to deliver exquisite, on-brand experiences across the best publishing inventory at scale.
Kargo believes advertisers shouldn’t be shackled. That where and how their content is distributed shouldn’t be limited.
That they should be able to holistically measure their consumers across not only the mobile ecosystem but also end-to-end through the experience. By leading with an emotional benefit rather than clever tech, we helped Kargo cut through the noise of the category to elevate and differentiate the brand.
From first thing in the morning to last thing at night, we check our mobiles. They increasingly power our lives; we want to be entertained, transported, connected, moved. Something that great publishers have understood for a very long time. And that’s what the Kargo identity is about.
At its core, a mobile-shaped frame represents a gateway to the brilliant, breakthrough experiences that Kargo delivers.
Beyond the core element, an unconventional image style bursts through the frame and combines with a striking color palette and a bold tone of voice to create an identity that allows the brand to be at once provocative and premium.
To aid Kargo’s rapid proliferation of products and services, we created a visual architecture that is instantly recognizable as Kargo but also distinct for each proposition.