Designing the MNTN identity was about creating a solid brand bedrock. A starting point where redefinition was key to stepping out into a whole new frontier of advertising.

Role: Art Director & Design Lead, co-led with other in-house designers 
Scope: Logo design, brand identity system, brand guidelines, motion assets, photography direction, launch campaign
MNTN logo on display at Times Square at NYC. 
THE BRIEF

The ask was a rebrand. But the real challenge was trickier: designing an identity for a company stepping into a new frontier in ad tech. MNTN needed to signal confidence and expertise without parroting how every other B2B SaaS company presented itself.

And did I mention we only had 3 months to launch?

THE CONCEPT

The name MNTN came with a broad idea of how the brand wanted to be perceived. But the visual work had to be done before MNTN could find its voice. 

The mountain metaphor works on multiple levels. Literally, the letterform forms a mountain, which plays perfectly into the brand. Aspirationally, it signals to all advertisers on the platform that MNTN will take you where you want to go: all the way to the top.

THE IDENTITY SYSTEM

Once the logomark was created, the full system followed. We created a typographic voice that conveyed boldness and confidence, and a teal-and-cyan color palette that symbolizes technological innovation.  The identity was designed to work at scale, from the product UI to high-priority campaigns, and holds up in both print and motion.

LAUNCH

The brand launched across every company touchpoint simultaneously: web, product, sales materials, advertising. The consistency wasn't accidental. It was the result of building a system rigorous enough to scale without losing character.

IMPACT

  • The MNTN logo is now the face of the brand across every touchpoint globally

  • Platform stats the brand now confidently carries: $29B+ revenue earned for advertisers,
    1.3B+ site visits generated, 99%+ US households reached

  • Campaigns in the rebrand era generated 2.93M site visits in 2023; redesigned product
    pages delivered 20%+ sustained engagement improvement

  • Multiple industry recognitions: OMMA, Adweek Best of Tech, Inc. Power Partner, B2B
    Innovation Awards

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