REVITALIZING BRAND ENGAGEMENT:

A Case Study on Overcoming Marketing Obstacles

Dun & Bradstreet’s data, insights and AI-driven platforms empower clients to take more intelligent actions that provide a competitive edge, improving the performance of companies and government agencies around the world.

As a global provider of business intelligence and data analytics solutions, Dun & Bradstreet faced the challenge of modernizing its brand image to resonate with today's audiences while maintaining its reputation for reliability and expertise. The existing visual design language was perceived as dated and lacked consistency across various platforms, hindering the brand's ability to connect with its target market effectively.

The Challenge

D&B's visual design language and marketing materials were plagued by outdated aesthetics, disjointed messaging, and a lack of cohesive branding elements. This resulted in diminished brand appeal, reduced engagement, and difficulty in communicating the brand's value proposition in a competitive landscape.

Website

Video

Social

Publications

Objectives

  1. Modernize Dun & Bradstreet's visual design language and revitalize the marketing strategy, making the brand more appealing to contemporary audiences without losing its established trust and authority.

  2. Redefine D&B's visual design language to reflect a modern and innovative brand identity.

  3. Establish a consistent and cohesive brand presence across all marketing materials and communication channels.

  4. Develop compelling and impactful messaging that aligns with D&B's core values and resonates with target audiences.

  5. Enhance brand recognition and perception to drive engagement and loyalty among existing and potential customers.

Methodology

  1. Conduct a comprehensive brand audit to assess current visual assets, brand guidelines, and market performance (to establish a baseline).

  2. Collaborate with cross-functional teams, including marketing, communications, and product development, to align on brand objectives and messaging strategies.

  3. Design and refine visual elements, including product logos, typography, color palettes, and imagery to create a modern and cohesive brand identity.

  4. Develop templates and guidelines for consistent application of the newly branded visuals across various marketing collateral, including digital and print materials.

  5. Roll out the refreshed creative through a phased approach, beginning with A/B testing of programmatic and social advertising to validate the effectiveness of the redesigned visual assets and messaging, and then to the website, social media, email campaigns, and event design and collateral.

  6. Monitor key performance indicators — such as viewer engagement metrics — to measure the impact of the revitalized creative, coupled with improved marketing efforts.

Design Process

Discover

Brand Audit
Competitive Analysis

Define

User Persona Development
Empathy & Journey Maps

Ideate

Brainstorm Sessions
Gather Feedback

Design

Experimental Design
Design Refinements

Measure

Test Activations in Market
Monitor KPIs

Deliverables Produced

Website Refresh

Landing Page Design

Interactive Web Assets

Video Production / Editing

Motion Graphics / Animation

Paid / Organic Social Campaigns

Programmatic Digital Advertising

Out of Home Advertising

Digital / Print Publications

Event / Tradeshow Design

Data Visualization / Infographics

Updated Product Logos

Custom Iconography / Illustration

Brand & Style Guidelines

Updated, Diverse Imagery

Brand Asset Library

The New Look: A Step Forward

Results

The revitalization of D&B's visual design language and marketing materials led to a significant improvement in brand perception and engagement. The modernized brand identity resonated well with both existing and new audiences, resulting in increased brand recognition and positive feedback. Key performance indicators, including website traffic, social media engagement, and lead generation, demonstrated measurable improvements, indicating the effectiveness of the revitalization efforts.

Within 1 Year of Launch:

Website Traffic

▲ 20%

Social Media Engagement

▲ 34%

Lead Generation

▲ 30%

3 Year Sales & Marketing Performance:

Campaign-Sourced
Inbound Sales

$26M+

20%+

Website Traffic

Conversion Rate

40%+

Overall Growth

30% YoY

Conclusion

The revitalization of Dun & Bradstreet's visual design language and marketing strategy demonstrated the power of aligning a brand with contemporary values and communication channels. By embracing change and focusing on digital engagement, Dun & Bradstreet successfully strengthened its market position and set a foundation for future growth.