Magnite
Creative
A lot of companies talk big about AI, but not many have skin in the game. For many years, Magnite has been powering its advertising using AI technology. They just needed some help getting their AI story out into the world.
Finding the angle
AI techniques, such as machine learning, statistical models, and natural language processing, have long been at the core of Magnite’s business, though it hasn’t always been a focus of their public messaging. We spoke to experts from across the business and learnt about the role AI played in Magnite’s suite of products. That helped us land on the story of Magnite’s AI past, present and future. It represented the views of a range of key voices and perhaps most importantly clarified why Magnite's audiences should care about how it uses AI.
Finding the spark
Once we had the story, we explored visual ways to show AI’s presence. Representing this ever-changing concept is a challenge many brands face right now. We needed a mark people instantly recognised, but that was also tailored for Magnite and adaptable for the future. The Magnite Spark was our solution. It riffs on the existing wordmark, with two transparent areas that mirror Magnite's two audiences – media buyers and sellers. We continued that transparency theme throughout the visual system by introducing a glass-textured icon – and a set of icons derived from the core Spark that expands the visual language in an intelligent and useful way.
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