Jacquard

A living brand for a new era of brand messaging

A living brand for a new era of brand messaging

Brands now face a marketing challenge beyond human scale: more channels, campaigns, journeys, and customers expecting personalised, relevant marketing. Enter Jacquard. Enterprise technology that generates on-brand, personalised messaging at unprecedented scale.

We partnered with Jacquard on total brand transformation powered by a core brand idea: Resonate Everywhere.

Programme: Transform

Activity: Brand research & diagnosis | Brand strategy | Visual identity | Brand voice & messaging | Website | Product UX & UI | Brand film | Guidelines

60bn

60bn

60bn

Data points powering Jacquard

Data points powering Jacquard

Strategy overview

Born as Phrasee, Jacquard helped define the category. But when the AI boom forced a strategic reset, the brand didn’t have the power to deliver.

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Before the rebrand

Jacquard began life in 2015 as Phrasee, a pioneer in natural language generation.

But the old brand name felt more like a small startup, didn’t convey its enterprise focus, and was narrow in scope. These limiting attributes carried through to the identity too — from tone of voice, to visual assets.

The brand required a complete transformation, reflective of the business and its potential.

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Brand idea

‘Resonate everywhere’, is the core organising thought behind our brand strategy for Jacquard.

It differentiates from competitors that promise customers personalisation or reach, but not both. And is an idea that they can authentically offer and own.

Truly compelling to customers, it powerfully speaks to the number one problem that marketers the world over are seeking to solve: meaningful communication, across multiple channels and markets, at speed.

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Early stage startup
Established tech leader
Another AI copywriter
Enterprise-grade tooling
Features and benefits
Relatable story

Key shifts

The new brand shapes how Jacquard looks, sounds, feels, and acts.

The result is a brand that is authoritative, evocative, and sharp — moving Jacquard to a place where they are able to stand out, scale, and win.

th\e\ ch\a\ll\enge

Before the rebrand

Jacquard began life in 2015 as Phrasee, a pioneer in natural language generation.

But the old brand name felt more like a small startup, didn’t convey its enterprise focus, and was narrow in scope. These limiting attributes carried through to the identity too — from tone of voice, to visual assets.

The brand required a complete transformation, reflective of the business and its potential.

t\he \s\trate\gy

Brand idea

‘Resonate everywhere’, is the core organising thought behind our brand strategy for Jacquard.

It differentiates from competitors that promise customers personalisation or reach, but not both. And is an idea that they can authentically offer and own.

Truly compelling to customers, it powerfully speaks to the number one problem that marketers the world over are seeking to solve: meaningful communication, across multiple channels and markets, at speed.

\th\e chan\g\e

Cute, friendly,
fun

Grown-up,
sophisticated

Another AI
copywriter

Enterprise-
grade tooling

Features and
benefits

Relatable
story

Key shifts

The new brand shapes how Jacquard looks, sounds, feels, and acts.

The result is a brand that is authoritative, evocative, and sharp — moving Jacquard to a place where they are able to stand out, scale, and win.

Naming

The new name, Jacquard, represents a story of craft at scale. It’s inspired by the revolutionary Jacquard loom that automated complex, labour-intensive textile production, and laid the groundwork for the first computers.

Design system

Jacquard’s purpose-built technology is its key differentiator. So depicting the beauty and power of the technology in a distinctive visual motif became central to the brand.

The Array embodies the idea of Resonate Everywhere. It represents the vast multitude of messages generated from a single origin, Jacquard.

Digital design

Jacquard’s website and product are its key brand touchpoints and where all elements of the brand come together to create a joined-up cohesive experience.

A ground-up redesign of the website not only brings the brand to life in an immersive way, but streamlines and simplifies content towards explaining Jacquard and why it matters in simple, compelling terms.

Launching with a bang

Phrasee was a brand with low brand awareness. So key to setting Jacquard up for success was introducing it to the world.
We helped Jacquard launch with a bang. With immersive, environmental branding at co-ordinated unveilings in London and New York; an out-of-home campaign takeover of Nice Airport for the Cannes Lions festival; social activity across channels; and gifting for clients and teams worldwide.

Testimonial

“I’ve worked side-by-side with MA multiple times on big rebrands. They’re all-in partners — I know I can count on them from strategy through to launch, and through all the twists and turns along the way. They go above and beyond to deliver, and delivering excellence.”

Marissa Aydlett, Former Chief Marketing Officer, Jacquard

Marissa Aydlett, Former Chief Marketing Officer, Jacquard

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