BrandTotal: Helping Marketers Level-Up Their Competitive Advantage

BrandTotal is a social advertising insights platform that aggregates data from every brand across every category, to give Fortune 1000 clients and agencies a better look at the winning social strategies of their biggest competitors.

The company wants to be the leading brand intelligence platform for social advertising and the go-to source for accurate data on social advertising in every brand category, enabling marketers to make informed decisions.

The Challenge

Launched in 2016, the site was a few years old at the beginning of this project, and a refresh was needed as both the brand and marketing strategy drastically evolved.

With his team, CMO Noam Harel redefined the target personas now including brand marketers, creatives, media people, and agencies. The brief was then to appeal to all four personas with a single brand and website aesthetic.

The Strategy

BrandTotal is a platform that helps brands understand and improve their advertising strategy by providing insights into successful ads launched by competitors.

The platform's ability to aggregate data from millions of daily social media posts inspired the brand refresh to be more approachable and show the combination of science and art in their product.

The Solution

The brand's design language was developed to reflect the intersection of science and art, using elements such as circle grids, floating product UI, and a hand-sketched chalk aesthetic.

The juxtaposition of orange and teal in the color palette alluded to the balance of science and art in the data provided by BrandTotal. The orange was especially bright and loud, with intention of capturing the attention of busy marketers.

In collaboration with Head Copywriter Kim Ann King and Art Directors from VSSL Agency, I led the design from concept to launch of 20+ site pages. With weekly check-ins, we designed and developed the site within 1.5 months of work.

Following this launch, the marketing team received great praise from the rest of the BrandTotal team and existing clients. We also recieved great uptick in website traffic, 76% year-over-year when launched in Fall 2021.

UPDATE: Due to legal disputes on its data aggregation methodologies, BrandTotal was unfortunately forced to wind down operations as of June 2022.

See the full website here.