Product rebrand

in 2018, the marketing technology created by 4C shared its name. Taken from the airplane seat where two of the original founders met, it provoked questions like, “What do the four C’s stand for?” The push to unify separate products and create an interoperable system opened the door for a new brand that would evoke the product functionality and distinguish it from the corporate identity. The name Scope suggests breadth and reach (cross-channel marketing activation at scale) as well as focus and examination (intelligence and analytics). After a campaign of consensus building, lots of focus groups (no, Stacey, you can’t make the O look like a gun sight), and multiple iterations, the new identity was launched.

The result: a distinct identity that worked in tandem with the 4C logo but stood on its own as the symbol of a unified, multifaceted product with a name to match.

Creative Direction: Stacey Lind

Design: Stacey Lind, Robbie Smolko