Centro
Rebrand and relaunch Centro, a leader in media management software and service.
The Challenge
Centro was building a media management platform that would change the way people in the industry worked. With the launch of the new tool, they needed a new website, look and way in which they spoke to consumers. Their platform wasn't just another industry tool, it was a huge shakeup in the media space and their rebrand had to feel more like a movement than a subtle shift in positioning.
Human talk
Tone and copy were incredibly important to Centro. They had to work hard to speak to veterans in the industry, while still explaining complicated information to brand managers. They also wanted to stand out from their competitors who tended to speak robotically with a lot of industry jargon. After the site launch, the feedback was consistent: "Finally, I understand what you do. You spoke to me like a human being."
The Teaser
At the time of the site launch, the Centro platform was still being built. We had to get users excited about its upcoming release without revealing the platform itself. People were encouraged to sign up to receive updates and begin changing the way they work.
What I loved about working on this project
Confession: I didn’t really know what programmatic media or DSPs were before I worked on Centro. I also didn’t know they would be one of the best clients I’ve ever had. From the pitch to the final launch, I couldn’t have imagined a better working relationship. We had the opportunity to stand out in a sea of sameness across the industry, and only with the extreme trust of the client, could we deliver.