Tatari
A clear way forward.
Tatari are turning TV advertising into a modern, digital experience through a powerful platform that helps clients buy, measure and scale their TV media. Through a combination of data science and deep human expertise, their goal is to transform the future of TV advertising.
Poised for explosive growth, Tatari needed a brand that could scale and grow with them - a brand that combined the excitement of a growth-stage disruptor with the credibility, reliability, and trust of an enterprise.
Client
Tatari
Category
Media
Credits
Services
Brand Strategy
Messaging & TOV
Brand Identity
Campaign
Website
The logo was inspired by graphs in Tatari's product platform.
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Tatari helps their clients better understand the enormous complexity of data across today’s media landscape by creating actionable insights and outcomes. To create a brand that clearly communicated this, we needed to develop a strategy and visual identity which focused on turning complexity into bold simplicity.
"Tatari has been growing at an amazing rate, however as we faced into our future we really needed a new brand to focus our direction and support our growth”
Amit Sharan, VP Marketing, Tatari
We started by identifying and aligning who Tatari is, where they were going, and what made them different. By creating a clear, future-facing brand aspiration, and a set of uniquely ownable characteristics and values, we built a brand platform that positioned Tatari as visionary experts boldly leading their clients through an exciting revolution in TV advertising.
To differentiate, we saw an opportunity to infuse the new visual identity with TV-inspired elements. Starting with the idea of one pixel, we created a grid from which we designed the symbol, composition, and iconography. This was followed by a bold color palette inspired by a 4K UHD TV test card.
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To amplify the idea of “A clear way forward” we used motion, with selective builds, swipes and reveals communicating a strong sense of forward progress. These simple but dynamic animations brought the brand to life, creating a digital-first brand designed to be future-facing.
"The level of collaboration between A LINE and Tatari was perfect, with design sprints bringing strong focus and clear integration between brand and product. It was a pleasure to partner with them."
Ryan Massad, Head of Product Design, Tatari
The new brand was launched to coincide with Tatari’s 3rd anniversary. Rolling out across touchpoints including product, sales and marketing collateral, social media, environmental, and the website, this bold new vision ensures Tatari have a strong brand on which to continue building their incredible success.
"Working with A LINE was the best partnership we could have asked for at a time of such rapid growth, and we are proud to introduce a new brand for Tatari that perfectly reflects our vision of the future."
Amit Sharan, VP Marketing, Tatari
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