With Yahoo!, an industry giant suddenly facing relentless competition, we helped re-establish brand focus, and translate that focus across an online presence so big that 50% of the world’s users engage with it every day. Through an insatiable appetite for insight, we peeled back the dozens of product layers that were Yahoo! and arrived at a single clear truth: that people trust Yahoo! because Yahoo! helps them to be better at who they are.

This simple but powerful distillation of the ‘secret sauce’ that makes customers turn to Yahoo! is helping the company piece together its parts to form a greater brand whole. We developed comprehensive online guidelines to help siloed product areas begin firing in the same direction. We worked with more than 30 unique business units to audit existing and planned online assets and infuse them with the master brand strategy. We concepted, executed, and built hundreds (literally) of individual online assets that supported and extended the core brand. And we helped to define a measurement roadmap to prove that the sum is in fact more powerful than the parts alone.

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