Timeline
6 Months
Deliverables
Brand strategy, visual identity, guidelines, website
Overview
Incremental is a marketing analytics platform that shows companies which part of their ad spend actually drives growth. I rebuilt the brand from the ground up (positioning, identity and website) to make a technical product feel clear, confident and human.
The Challenge
Incremental's brand was built around its methodology: how precise its data was, how the models worked. But the people buying it, CMOs and heads of sales, care about growth, not statistics.
The result was a brand that felt technical and forgettable, and that easily got lumped in with every other analytics or "AI" tool on the market.
The Goal & Key decisions
Reposition Incremental around results, and give it an identity distinctive enough to stand out in a crowded analytics market.
Decisión 1 · From method to momentum
I shifted the brand's story from how Incremental measures to what clients can do with it. Every message, from the homepage headline down to button copy, focuses on action and progress.
Decisión 2 · Delta as the core symbol
Δ is the mathematical symbol for change, which is exactly what Incremental measures. It became the base of the logo and a recurring graphic element across the identity: in icons, patterns, data visualizations.
Decisión 3 · A distinctive but usable system
Purple gives the brand ownership in a category dominated by blue, while [typeface name] keeps it modern and easy to implement across web and product. The system was documented in guidelines so the internal team could apply it consistently.
Decisión 4 · A smart but human voice
Clear, casual language written for business leaders, not data scientists. We deliberately avoided leaning on "AI" in the messaging and let the product's results do the talking.
