Our challenge was to create a parent brand that reflected its two sub-brands (AdRoll and RollWorks) but was still separate, and could house other future sub-brands. The resulting brand reflects both a sense of ambition, a word that sits at the core of NextRoll’s vision and mission, and the fun, vibrant culture of the company.
A foundational part of NextRoll’s brand expression, The Moving Circle ties back to a simplified version of the brandmark, and represents forward motion and moving on to the next thing.
Hand-drawn elements reflect the fun, vibrant, human-centered culture of NextRoll, and contrast against the bold geometric Moving Circle.
In round one, the team came up with three concepts. The first was People, placing people at the center of the NextRoll brand, both customers and employees. It was warm, active and human-centered. Second was Next, focusing on the idea of ambition, of always moving forward towards the project, goal, or milestone. Lastly was Aspiration, centering around the idea of pushing the status quo and dreaming bigger. Below are my approaches to each of these concepts. The final brand pulled from all of the above ideas, as well as all of the visual explorations.