Tracer
The Industry’s First Human-in-the-Loop AI Brand Protection Technology
BRAND PROTECTION SOFTWARE BUILT FOR BRAND SUCCESS
When digital brand protection software company Appdetex wanted to rebrand to Tracer, they needed their visual brand to make an impression and showcase the tech-forward trajectory of the company in a crowded, outdated industry category. A modern, innovative, bold look was needed to capture the exciting, high-energy, rapidly evolving business.
CLIENT
Tracer
FOCUS
Verbal Brand Identity Development
Brand Guidelines
New Website
Content Development
Marketing Materials + Infographics
Video Content Development
Event Marketing
Web and SEO Maintenance
VISUAL IDENTITY DEVELOPMENT
Tracer’s vision for their new brand was to lead with technology and innovation, while remaining a little mysterious. They gravitated towards the theme of connecting the dots through data and analysis. This concept explored the visual representation of depth, connection, and layering, which brought to life the final identity mark, overall brand, and was able to be implemented in animated use cases.
• Logo lockups
• Brand colors
• Typography
• Icons and graphic elements
WORDS TO DESCRIBE THE BRAND
Mysterious | Magical | Crafty | Tactical | Smart | Fast | Nimble | Innovative | Exposure | Trusted
WEBSITE DESIGN AND DEVELOPMENT
One main consideration for the website project was the audience journey. The site had to be clear and concise to establish Tracer’s services and expertise for a legal audience, but there was also a need to optimize the storytelling on the site to portray its value proposition for other, newer audiences. The site also had to have the ability to adapt - to changes in the category, trends in the industry, and new product offerings. Using competitive and SEO research, we crafted a site strategy to address the multi-dimensional aspects of Tracer’s business.
Visually, we incorporated a mixture of light and dark elements, bold textures and gradients, custom icons, and pops of color. We are continually updating, adding to, and optimizing the website for SEO performance and demand generation.
ONGOING SERVICES
As an extension of Tracer’s marketing team, TWIO works on marketing projects ranging from marketing materials, infographics, videos, event marketing, and more. Scroll to see more of our work with Tracer!
TRACER BRANDED SWAG
We created branded promotional products for Tracer to use and distribute amongst employees, clients, and prospective customers. The goal of these products is to build brand recognition and engagement.
