Resonate everywhere

Today, brands face a marketing challenge beyond human capability. More channels, more campaigns, and more user journeys. And more customers that expect ever more personalised, relevant, and contextual messaging.

It’s a challenge impossible to achieve through conventional copywriting. And that’s precisely why Jacquard exists: enterprise technology to generate personalised, on-brand messaging at unprecedented scale.

And it’s this proposition that is central to the Jacquard brand. Distilled into a single-minded strategic idea: Resonate Everywhere.

A new name with a powerful story

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.

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

It’s a sophisticated premium-feeling name with a powerful analogy.

The Array

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.

A digital destination

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.

A brand with a story to tell

Making new technology relatable and understandable is vital to avoid people switching off or being overwhelmed.

Using familiar stories to explain unfamiliar ideas, we collaborated with our production partners Yatta to develop three short films that communicate Jacquard’s key messages in an engaging way, and elevate the brand and its story.

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.

Thank you

Thank you to Marissa, Dan, Alejandro, Toby, Jasper, Peter, Verity, Eiryn, and Mariana at Jacquard. And to our partners at Yatta and Smithfield for the collaboration on the brand films and website build.