Facebook recently asked Traina to rebrand its marketing insights business—Facebook IQ. Our goal was to reposition the division as a thought leader, an insightful voice on consumer behavior and mobile trends, and an invaluable resource for customers worldwide. The strategy? Leverage the equity of the Facebook brand while infusing Facebook IQ with a bold identity that would set it apart as the industry leader.
Using the recognizable Facebook brand as the foundation, we began creating a unique visual system for Facebook IQ. The fresh new look brings data to life, transforming cold statistics into warm, meaningful stories, humanized by authentic portraits and a bright color palette. Motion is heavily used to help convey the energy of a brand that’s all about actionable data, and helping marketers accelerate their business.
The culmination of the rebranding effort was an immersive online brand guide that conveyed the spirit and specifics of Facebook IQ’s culture and mission.
The new brand identity and assets were met with unprecedented internal enthusiasm at Facebook. The team is now armed with a powerful expression of their purpose that’s integrated into all of their customer touch points. The dynamic look, feel, and attention to detail that Traina brought to the brand recently inspired the redesign of the Facebook IQ website. That new site, along with a brand launch video directed and produced by Traina, are currently in production.
Increase in visitors