RAPTIVE
FROM TWO LEGACIES TO ONE UNIFIED BRAND
AS SVP, BRAND AND CREATIVE AT RAPTIVE, I LED THE REBRAND THAT UNITED TWO LEGACY COMPANIES, CAFEMEDIA AND ADTHRIVE, UNDER A SINGLE IDENTITY.
Raptive is the world’s largest ad management platform, serving 6,500+ independent publishers and content creators, and has paid out $4 billion directly to its partners. After a year-long research and brand strategy phase, the name Raptive emerged, reflecting the drive and determination of everyone at the company and the people they serve. Working with brand studio Sibling Rivalry and verbal brand studio Third Person, we shifted the brand compass from “publisher-first” to something broader: a system built on momentum and energy. The result is a cohesive identity that holds across thousands of publishers, from food photographers to tech reviewers, with a visual language that is dynamic, motion-forward, and built around the people behind the content.
MY ROLE
RESEARCH
BRAND STRATEGY
AGENCY MANAGEMENT
EXECUTIVE ALIGNMENT
BRAND LAUNCH