Roundel
Brand Refresh, Art Direction
Roundel’s key differentiator, its connection to Target, was lost in translation. Up against retail media network competitors (e.g., Walmart Connect, Amazon Ads, Instacart Ads) whose names do the heavy lifting, Roundel needed a brand platform and visual identity that made a clearer tie to its parent brand.
We developed a brand platform, Joy is good for business, that bring’s Roundel’s unique selling point to life: the joy Target guests experience in store, the splurging that results, and the powerful impact that can have on media buyers’ campaigns.
We developed a brand platform, Joy is good for business, that bring’s Roundel’s unique selling point to life: the joy Target guests experience in store, the splurging that results, and the powerful impact that can have on media buyers’ campaigns.
Senior Designer: Catherine Bretheim
Interactive Designer: Molly Hoopingarner
Senior Copywriter: Ryan Seibold
Executive Creative Director: Gil Muiños
Design Director: Dustin Hackwith
Group Interactive & Experience Design Director: Patrick Anders
Photographer: Talia Green
Retoucher: Bryce Bordenkecher
Interactive Designer: Molly Hoopingarner
Senior Copywriter: Ryan Seibold
Executive Creative Director: Gil Muiños
Design Director: Dustin Hackwith
Group Interactive & Experience Design Director: Patrick Anders
Photographer: Talia Green
Retoucher: Bryce Bordenkecher
We refreshed their
brand identity to capture
the energy, momentum and results that Roundel creates for brands and media
professionals.
We infused their graphic system with gradients and textures that express the forward and upward trajectory of media buyers’ campaigns with Roundel.
We developed a new
library of data visualization devices
to bring intruiging insights and impressive results to life.
The brand’s first photography library features Target
guests interacting with media solutions, moments of discovery and splurging in-store, and the
happiness that follows from those purchases. We also captured our media professionals
experiencing the joy of seeing their Roundel campaigns performing well.
The redesigned website creates a clear story of who Roundel is and what it offers media buyers, including cleaner UI elements that celebrate results and promote lead generation.
“The Joy is good for business campaign is a welcomed improvement to our messaging to help potential clients better understand Roundel’s value proposition. It has garnered a lot of excitement internally.”
–Director of Marketing, Roundel