Vice President, Inkhouse Media & Marketing
After exploring multiple creative avenues, we went back to the roots of the brand – the expression of the logo [x+1], which seemed like a perfect foundation to express two powerful things coming together: [x+1] re-formatted to [Paid+Owned]. It just works. Visually, the brackets and the plus sign were brought to life in a beautiful animation to symbolize linkage, addition, connection, re-creation, combination and more (PLUS=MORE). For each of our target audiences, we highlighted the channels and solutions they care about and produced different versions of the creative that speak to their needs.