MUSE Gold

2022

Launching a Billion-Dollar Tech Company’s Rebrand

Entrant Company

UST

Category

Branded Content - B2B

Client's Name

Country / Region

United States

Since its founding in 1999, UST has evolved from a small start-up to a full-service digital transformation firm with a powerful mission: transforming lives. ​Today, UST is 30,000+ practical problem solvers in 30+ countries. After 20 years in business, we set out to create a bold UST brand that authentically shares who we are and our impact. We created a new brand platform, visual identity and digital experience for UST that reflects our vision and positions the company in the market as a premier technology partner.

To roll out the new UST brand in-market, we developed a new logo, icon suite, an illustration library and designs for everything from case studies to office décor. The goal: establishing the new brand identity and elevating UST’s brand equity.

Our new logo stands for innovation. Dynamic, just like UST. A square serves as an anchor, representing the building blocks UST uses to construct unique solutions. The square motif is carried through our entire brand identity, creating a cohesive feel.

We built UST’s proprietary icon library to represent general concepts, all while incorporating our anchor point. Each icon borrows the logo's square, evoking the building blocks and tools UST uses to construct unique solutions.

Our new illustration library is geometric and sharp to reflect the technological focus of the brand. The images express ideas and situations as simply and directly as possible, with simplified lines maintaining a high level of detail. The illustrations in market showing solutions in action, represent our locations worldwide, and communicate our corporate initiatives.

Posters, presentations, templates, beauty shots and more were created and utilized in-market to simply show the new brand and bring our existing library of materials into the new brand with ease.

Since rolling the new brand into the market in 2021, UST has reached new heights. The new identity has been activated globally across 30 countries and repositioned in the market. The impact? UST has earned more than 327,095 new social media followers, 151% increase in organic social media impressions, and there was a 512% growth in traffic to UST’s website.

Credits

Chief Marketing Officer
Leslie Schultz
Chief Operating Officer
Manu Gopinath
Global Head of Digital Platforms & Partner Marketing
Youssef Mogadam
Global Brand Lead
Maya Rafie
Global Design Lead
Ashley Adams
Brand Program Manager
Anu Koshy
Digital Brand Program Manager
Jaikrishnan (JK) Muraleedharan
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