Ad Tech Startup
UX/UI
Design System
0→1
Brand Identity
Creative Direction
The Challenge
Fyber had outgrown its brand, which no longer reflected the company it had become. The challenge was a full rebrand and digital transformation to modernise Fyber's presence across customer and product experiences. The new brand positioned Fyber for its next chapter, and the company was later acquired for $190M.
$190M
Acquisition value
Top 3
Mobile SSP globally
My Role
At Fyber I worked with co-founders and the executive team on a strategic relaunch of the brand to elevate the company’s profile in the ad-tech space to help it accelerate market position and grow to one of the top three mobile SSP's in the world. Daily responsibilities included overseeing the design team, digital experiences and partnering with cross-functional teams to help drive key initiatives.
THE PROCESS
Identity and Design System Development
The full-color horizontal logo is our official logo and our primary and preferred visual identification. In order to maintain the integrity and readability of the logo, the area around the logo should be kept free of text and other graphic elements. This specified area is called clearspace and for all variations of the logo, the clearspace is determined by the width of the ‘F’ in the icon. The guidelines here are the minimum required and should be increased whenever possible.
In instances where the aesthetics of any preferred version of the logo will be compromised, it is acceptable to use one of the approved variations below.
Brand Colors
An official color system was developed to represent the Fyber brand to ensure consistency across channels and usage.
Typography
The recommended font family for the Fyber brand is Helvetica Neue.
If Helvetica Neue is not available, the appropriate default replacement is Arial.
Photography
An authentic consistent photography style helps Fyber communicate they understand the needs of their audiences. Images represent company brand values – innovation, empowerment, unity.
Illustration
We use illustration to bring context and improved comprehension to what is often complex information. Our illustration style is based on a technical/blue-print aesthetic, using outlines as the dominant element. Please follow the guidelines below to ensure consistency across all uses.
Office Culture
Helping to build a strong internal culture is an important part of a cohesive brand experience. This creates a common ground for employees that helps motivate, communicate company core values and unite around strategic initiatives.
Fyber Customer Experiences
Part of a building a strong 360 degree brand is creating consistent high-quality experiences across each external channels including the website, content, product and end user experiences.
