A complete brand transformation for in-store digital advertising
- Apr 8
- 5 min read
How Design for Scale built On2In's brand from scratch for its entry into the American premium retail media market.
The challenge
On2In operates in premium retail media, a sector where physical retail spaces are becoming intelligent digital platforms. In-store screens, interactive displays, and data-driven content are transforming how brands reach consumers at the point of decision. 70% of retail traffic remains physical, and the gap between digital advertising and in-store experience represents one of the largest untapped opportunities in media.
On2In had built proven infrastructure for this transformation across international markets. The technology worked. The data capabilities were strong. The creative applications were compelling. But entering the US market required something the company did not yet have: a brand identity that could communicate all of that complexity to American retailers and advertisers in seconds.
The challenge was communicative. On2In needed to convince premium flagship stores to adopt a new platform, compete against established DOOH networks and programmatic players, and maintain brand consistency across conversations with three distinct audiences: retailers, brands, and agencies. All of this with zero visual identity, no messaging architecture, and no documented proof of concept.
Identity as infrastructure
We positioned branding as strategic infrastructure: the operating system through which On2In's technical and strategic advantages could be clearly perceived, consistently applied, and rapidly scaled.
We diagnosed four core barriers. Complexity disguised as confusion, with too many capabilities competing for attention. A lack of visual hierarchy, with no system to prioritize the "why" over the "how." Fragmented messaging, since retailers, brands, and agencies each needed different value propositions. And no narrative proof, with ambitious claims that lacked visual or documented evidence.
The strategy was clear: build a complete brand system that makes complexity feel inevitable and elegant.
Strategic foundation
We synthesized On2In's positioning around three dimensions. Who they are: a premium retail media network specializing in luxury and beauty retail transformation. What they do: transform physical retail spaces into intelligent, profitable digital media platforms. And why it matters: in-store is where decisions happen, and On2In bridges the attention gap between digital and physical with technology, creativity, and precision measurement.
The key differentiator emerged from how On2In operates in the retail media value chain. Most networks focus on either technology (DSPs, programmatic buying) or creative (content studios). On2In delivers the full stack: Infrastructure, Intelligence, and Imagination. This became the core narrative pillar, and the framework through which every stakeholder conversation was structured.
We positioned the brand as the Architect of Experiences, a strategic partner who designs systems and builds platforms for retail media at scale. The tone needed to be sophisticated (premium retail requires premium partners), intelligent (data-driven, tech-forward), trustworthy (retailers depend on partners to maintain brand safety), and innovative (leading the transformation of in-store media).
Visual identity system
The logo is a six-pointed geometric star with soft, connected forms that suggest movement, intersection, and balance. It lives in the space between technical precision and organic warmth. The star suggests emergence, activation, and light. The geometric construction feels technological without being cold. The rounded edges maintain the premium tone required when presenting to luxury retailers.
The color palette is deliberately restrained. A primary purple communicates authority and sophistication while standing out in retail environments. Black provides elegance and the retail flagship aesthetic. Navy adds institutional depth and trust. Lighter tones create breathing room in digital applications, and neutral grays offer clean spacing. The palette communicates luxury through restraint.
For typography, Nebulica handles headings with geometric, contemporary precision, commanding presence in presentations and environmental signage. Uncut Sans provides clean, efficient body text that communicates clarity. Together, they create a visual voice that is modern, precise, and unmistakably premium.
We developed four graphic expression systems. 3D digital chrome elements create fluid, glossy forms for hero imagery and video. Atmospheric gradients provide contemplative backgrounds paired with messaging. Linear structures use concentric rings and vectorial patterns that suggest data and intelligent organization. And element layering builds dimensionality through strategic overlaps and shadows. These systems work independently and together, creating visual consistency across digital screens, physical environments, pitch decks, and social channels.
What we delivered
The scope covered strategy, identity, collateral, and environmental applications. A summary of what was produced:
Strategy: Brand positioning narrative in three stakeholder versions (retailers, brands, agencies), tone of voice guide, and messaging framework segmented by audience.
Visual identity: Primary and secondary logo lockups, animated logo, complete color system with usage guidelines, typography system, 20+ custom icons, and a 50+ component graphic element library.
Collateral: Business cards, ID badges, email signatures, presentation templates, social media asset library, and pitch deck templates in three variants (investor, retailer, brand).
Environmental and marketing: Digital billboard design system for retail environments, conference booth mockup, 30+ presentation backgrounds, video motion library, case study template, one-pager, media kit, newsletter template, and LinkedIn post templates with copy guidance.
Proving the system: a flagship store pilot
The brand identity was immediately tested in a high-stakes opportunity: a pilot proposal for a major flagship store chain looking to monetize in-store space through digital media. On2In proposed a premium, curated platform focused on Makeup, Skincare, and Fragrance, categories already native to the retailer's ecosystem.
The brand system solved the sell. The "Infrastructure. Intelligence. Imagination." framework distilled On2In's capabilities into three memorable pillars, each mapping to specific retailer concerns: infrastructure for reliability and technical credibility, intelligence for data, performance metrics, and ROI, and imagination for premium creative partnerships and brand safety.
Visual sophistication signaled partnership caliber. The retailer's stakeholders needed to feel they were working with a premium partner, and the brand system communicated that immediately. The template architecture meant the pitch deck could be produced in days. The framework ensured consistency across 19 slides without looking templated. And the same identity system worked for headline narratives, capability breakdowns, financial models, implementation timelines, and closing statements.
Why this matters
This project demonstrates Design for Scale's core methodology.
Strategy came before aesthetics. Every color choice, every typeface decision, every graphic system traced back to stakeholder needs and market positioning. Systems took priority over one-offs. The same palette, typography, and graphic language worked on a business card, a digital billboard, and a website. Clarity was achieved through constraint. In a crowded retail media landscape, a focused visual language creates immediate recognition. Execution was tangible: we showed how the identity worked in real applications, so every stakeholder could see themselves in it. And the work was end-to-end, from strategic positioning through environmental design, without handoffs to implementation partners.
The outcome
On2In entered the US premium retail media market with a distinctive visual identity, clear and scalable messaging for three stakeholder groups, a complete asset library ready for immediate deployment across digital and physical channels, strategic credibility signaled through every touchpoint, and a foundation built for rapid iteration as the market responds.
This is how design works at scale: infrastructure for growth.
Design for Scale
Creative partner for startups & scale-ups