Beacon
Rebranding a legacy signage network as a real-time, self-serve platform for booking screens across entire cities.
- Client
- Beacon
- Year
- 2024
- Industry
- Advertising technology
- Timeline
- 5 months
- Services
- Brand strategyProduct designWebsite
(01)The challenge
Beacon owned forty thousand digital screens across nineteen cities but still sold them the way it did in 1995: PDFs, phone calls and six-week lead times. The product that would change that needed a brand that looked like the future, not the past.
(02)Our approach
We positioned Beacon as infrastructure rather than inventory. The identity borrows the grammar of light, with pixels, scanlines and glow, while the new buying platform lets a marketer launch a campaign across a city in minutes, with a live map of every screen currently on air.
Fig. 01
The launch campaign played on Beacon's roots: from roadside neon to forty thousand screens you can book in ten minutes.
(03)Results
10 min
From brief to a live citywide campaign
5x
Growth in self-serve revenue in year one
19
Cities running on one platform
We went from selling screens over the phone to selling them online in ten minutes. Cinder gave us the brand and the product to make that leap.
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