Structured
Background
2 decades of innovation, reimagined.
Structured is an AI-first channel marketing platform serving global enterprises like IBM, Google, Zoom and Dell. With over 20 years in the market, it combines generative AI with agentic AI through 20+ specialized agents. After securing private equity funding, the company needed a brand identity that matched its technological evolution.
Challenge
Honoring the past while defining the future of channel marketing.
The company’s original name, StructuredWeb, no longer reflected its AI-first approach. At the same time, simply replacing “Web” with “AI” risked not aging well as AI becomes ubiquitous. The company also needed to honor its two-decade legacy and strong brand recognition among enterprise clients while positioning itself as a leader in AI-powered channel marketing.
Solution
Strategic brand preservation meets bold reinvention.
To kick off our engagement, we flew to New York for intensive discovery with Structured’s leaders. Then, we researched its competitors and helped finalize the name Structured while defining the company’s mission, vision, values, and voice and tone.
From there, we developed a new visual identity that preserves equity through a modernized north star badge — evolving the original modular dots into a symbol of AI-guided navigation. We also refreshed the blue palette and added a fresh lime-green secondary color for some competitive differentiation. Next, we created unique illustrations, custom icons and a bitmap overlay to make stock photography more ownable. Finally, we delivered full website strategy, content, design and development, plus brand activation materials ranging from videos to event booths.
Outcome
A successful launch and lasting partnership.
The new Structured brand debuted at an event in New York City that featured channel marketers from Gong, Dell and other enterprise brands. The response was overwhelmingly positive, earning high praise from Structured’s CEO, CRO, CMO, CTO and a slew of clients and industry leaders. Since then, our engagement has expanded into an ongoing creative retainer, with Structured recommending us to its fellow PE portfolio companies as a trusted partner.
pages of new brand guidelines
creative assets produced to date
perfect scores in Forrester’s industry analysis
