Premium Retail Media Network
Business context
On2In had a technical problem disguised as a branding one. The company operated proven retail media infrastructure with real market traction, but faced a critical inflection point: entering the US market with zero brand identity. American retailers and advertisers needed to understand what On2In did in seconds, trust it in boardrooms, and feel confident betting on it. The infrastructure was there. The intelligence was there. What was missing was a visual and strategic system that made both feel inevitable and premium.
Strategic narrative
On2In's differentiator was radical: they delivered the full stack — Infrastructure, Intelligence, and Imagination — while most competitors owned only one piece. We positioned the company not as a technology vendor, but as a systems architect capable of transforming retail spaces into intelligent media platforms. Each narrative pillar addressed a specific concern across three distinct audiences: retailers, brands, and agencies.
Visual system
The identity was built around a six-pointed geometric star suggesting balance and sophistication without coldness. A focused palette (purple for authority, black for elegance), typography that was simultaneously engineered and warm, and four modular graphic systems ensured the brand expressed itself consistently — from a billboard to a business card.
Execution
We built modular systems, not just a logo. The same palette, typography, and graphic language worked across pitch decks, environmental graphics, and digital applications. Asset libraries and template systems ensured that when sitting down to pitch a major retailer, consistency was already handled by the framework itself.
Outcome
On2In entered the US market with a distinctive identity, clear messaging across three stakeholder groups, and complete asset infrastructure ready for immediate deployment. The system was architected for growth: consistent enough to feel trustworthy, flexible enough to evolve. Startups don't need branding as decoration — they need it as infrastructure for growth.
Client testimonial
We expected a logo. What we got was a complete operating system for our brand. Every asset worked independently and together, letting us move fast without sacrificing consistency. In a market where speed and credibility both matter, that's invaluable.
Alice
Founder @ On2In
Credits
Creative direction
Gustavo Brazzalle
Graphic design
Isadora Noal, Marē Cordeiro
Animation
Luciano Bürger, Lucas Lorenzo