Client: F5
Role: Art direction & design
F5 Creative Overhaul
In today's saturated market, where countless brands are vying for consumer attention, the need for a new creative framework centered on cohesion is more crucial than ever. By aligning all aspects of branding, messaging, and visuals, a brand can establish a strong and consistent presence that resonates with its target audience. This unity across all touchpoints creates a memorable and distinctive brand identity that can significantly enhance brand recognition. A comprehensive creative framework that prioritizes cohesion will help a brand stand out amidst the noise and build trust and loyalty among consumers, leading to long-term success in the market.
The creative team was challenged to develop an updated creative framework built on creative consistency to increase brand recognition across multiple touchpoints. This included F5 events, paid media, organic social media, F5.com web properties, and long-form collateral ranging from eBooks to data sheets. We utilized research, competitive analysis, and an internal brand deep-dive to help inform our creative explorations and final recommendations.
Since implementing these changes, we’ve seen a boost in performance across both our paid and organic social channels.
Where we started
Creative was relatively disjointed, and utilized various background colors as well as a broad color palette. Type treatments varied across assets as did layouts, illustration styles, and use of both photography and iconography.
the process
After 6+ months of market research, competitor analysis and both qualitative and quantitative testing, we embarked on a mission to bring cohesion to the F5 brand across all assets—F5.com, events, social media, ads, eBooks, overviews, reports, and data sheets. The goal of this work was to build brand consistency across visuals and content, ensuring that wherever out audience came into contact with an F5 asset, it was immediately recognizable as F5.
the results
When this new framework launched, we immediately began testing the performance. Qualitative tests demonstrated that we brought more cohesion and recognizability to the brand while highlighting a few areas that needed additional exploration. Since launching, this effort has seen improved performance in paid media with as much as a 13% increase in CTRs and a 74% reduction in cost per lead.
