Publift
A new brand identity and website for an adtech business on an upward trajectory.
Publift is an adtech business founded by Google alumni in 2015. It helps digital content creators optimise the performance of their sites and channels.
Since its inception, Publift has been on a firm growth trajectory. But by 2024 its brand and digital domain was beginning to lag its business’ profile and aspirations. The decision was made to give it a significant refresh and upgrade, ready to take the business to the next level.
In the month after our refresh and redesign of their brand and website, leads grew by 36%.
Brand Proposition
Brand Identity
UI Design
Web Development
Early on, we arrived at a very important decision: the triple-chevron device that served as the brand’s icon was worth salvaging. In part because it helped evoke the proposed new positioning line, “The power-up for publishers”. But also because we saw the potential to leverage the chevrons as dynamic graphic devices across the broader identity system.
We then established the broader visual system: a vibrant and assertive colour palette of oranges and reds, with black and white for high contrast and impact. A modern and fit-for-purpose typeface. And subtle graphic treatments that introduced moments of flair.
The website design aimed to balance high energy and high functionality. A suite of bespoke pictograms, infographics and icons created a baseline of branded UI elements. These sat within an overall design approach that sought to simplify navigation and present clear calls-to-action.
The real dynamism and energy in the brand identity came from the development of colour gradients, which were used to emphasise progression and advancement. Two types of gradient feature in the system: ‘Rise’ is a standard gradient that is used most commonly across branded materials to subtly evoke progress. ‘Lift’ is a gradient built around a repeating chevron pattern, that serves as the hero element in the design suite, creating visual drama and standout in key applications.
Beyond the website, we developed a range of social media templates, presentation templates and other highly visible pieces of branded collateral.
