Cadent is redefining how traditional and advanced TV media is bought and sold by advertisers and agencies. In 2018, the company selected April Six to redesign its brand identity, create foundational messaging, and develop original storytelling for a global launch at the Cannes Lions Festival.
The company’s formation in 2015 was the result of three related TV operations uniting as one. Thus, the visual-identity and messaging is focused on the completeness of this combined offering. Likewise, the “One for television” tagline and supporting messaging equips disparate entities—both inside and outside of the organization—to speak confidently and succinctly with a single voice.
Brand strategy, visual identity, messaging, website design, awareness and demand-gen
Cadent is TV to the core, and the brand identity designed by April Six reflects its legacy in the industry. Bright, vibrant colors and a modernized reference to the classic TV test-pattern are employed help the logo command attention, while implying constant motion. Whether locked-up with the tagline or supported by messaging, the identity remains true to the deepest spirit of the brand.
As is often the case with April Six clients, we collaborated closely with Cadent’s CMO and Brand Director to architect an efficient structure for its corporate website. Our extended design system pushed the brand forward creatively, while helping to accelerate implementation of the site. The system leverages the same vibrant colors and confident messaging that runs through all the other brand assets.
Cadent’s presence in Cannes provided a unique opportunity to introduce the refreshed brand to some of the company’s most essential prospects and opinion-makers. Confident, singular messaging and rich, impactful graphics resonated across environmental and event programs, and related marketing tactics.
Increase in site traffic
Of all site traffic coming from new visitors
Unified story across all global touchpoints
Strategically, creatively, executionally…April Six excels. They’ve helped bring our disparate teams together under a single brand so that we truly do feel like, ‘One for television.'
Paul Alfieri / Chief Marketing Officer, Cadent