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With $1bn at stake, it was crucial to retain TechTarget’s brand equity while building a compelling new identity that would inspire employees, clients, and investors alike. A disjointed brand architecture risked diluting perception, confusing customers, and stalling growth at a critical moment.
The big idea was to blend the authority of TechTarget with the fresh momentum of Informa, creating a singular identity that signified innovation, insight, and impact.
Through discovery workshops, competitive audits, and deep stakeholder engagement, we co-created a brand strategy, tone of voice, and a flexible visual identity built around the needs of tech buyers and sellers today.
Signature moves included:
• Developing a streamlined brand architecture that unified
previously disparate assets.
• Designing a modern, flexible logo and visual system that
expressed energy and authority.
• Embedding a bold tone of voice to connect with tech
practitioners and C-suite leaders alike.
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