Work >  AdsWizz

Defining SiriusXm’s AdTech Audioverse

  • Client


  • Industry Technology
  • What We Did

    Brand & Product Architecture, Positioning, Brand Narrative, Tone of Voice, and Story, Product Naming, Visual ID and Graphic Systems, Illustration and Animation, Print and Video Marketing Materials, Website Design & Development, and Brand Consulting

With a singular devotion to the digital audio ad space and more than 80 percent of inventory flowing through its stack, AdsWizz’s premium tech solutions and proven market dominance begged for a brand to reflect its innovation legacy and amplify its promise. AdsWizz engaged Fazer for a top-to-bottom brand transformation to tell its story and solidify its place and purpose in the SiriusXM audio family.

Starting with brand architecture and positioning platform development, we worked with executive leadership and conducted deep market research to understand the depth of tech offerings and high-level opportunities for inter-brand alignment. We identified a strategic pathway to clarify AdsWizz’s primary value offerings as an enterprise platform, devoted to an open and transparent audioverse (in stark contrast to their closed-wall competitors).

Next, we moved on to AdsWizz’s category-defining tech stack, which was a collection of soft-branded products with competing names and overlapping outputs. We clarified the product architecture and reorganized their stack with a solutions-first approach, distilling the platform into 3 distinct products–SSP, DSP, & Marketplace–with a supporting suite of performance modules under each. We performed a thorough analysis of product capabilities and re-positioned and reshaped the messaging associated with each consummate part of the redefined platform to make value offerings abundantly clear to each side of their publisher/advertiser marketplace.

With Brand Strategy solidified and a new positioning platform, personality, and narrative, we moved into the visual realm. Taking inspiration from sound waves, we designed a bold new icon to flex the brand attitude, utilizing their legacy purple palette as a point for throughline evolution. Punctuated with a voltaic blue and paired with a big personality Sharp Grotesk typeface, the new visual identity demands attention as an exemplar of modern sophistication. Both visual and verbal strategies ultimately coalesced in a completely revamped website, marketing materials, and real-world experiential activations.

We’re proud to have helped (and continue to help) AdsWizz inhabit a brand that magnifies what it already is: an enduring AdTech champion, brand family stand-out, and defining force for the future of sound.

“Fazer has become an integral part of our business. We have a complex ecosystem of products for a variety of audiences, and Fazer’s ability to comprehend, synthesize, and help us capitalize on our market opportunity was impressive, to say the least. Our brand architecture is refined, clear, and concise. Our refreshed brand is badass. And our messaging and positioning are second to none. Fazer is family.”

JUSTINE BENJAMIN Head of Global Marketing, AdsWizz & Simplecast