A simple story for a complex tech platform
Iconography is a vital element of branding because it transforms abstract ideas into simple, memorable visuals that communicate your brand’s essence at a glance. These icons for Intel were designed based on the shape of the processor badge, to communicate benefits of their technology.
Approach
Our work with mParticle included stakeholder interviews, a competitive audit, and a Brand Story Workshop with leadership and Sales teams.
Results
The new brand story delivered remarkable impact: New Annual Recurring Revenue grew approximately 50% in 2020 and accelerated to over 100% year-over-year in 2021. By elevating the conversation from technical specifications to customer emotions, we helped mParticle clarify their unique market value and drive significant business growth.
Solution
Our work led to a simple yet powerful brand purpose: Turn customer data into customer joy. This narrative encapsulated mParticle’s belief that customer data, when properly activated, creates delightful, personalized experiences. Their mission became clear: intelligently activate customer data in real time to craft personalized experiences that grow customer trust and brand loyalty — essentially “accelerating the wow.”
This shift moved mParticle from technical capabilities to emotional outcomes, from data management to experience creation.