Eyeball Creates New Digital Ad Brand 'Sizmek'

Sizmek is the new name for DG MediaMind, a digital advertising technology company that was spun off last year from digital media company DG. The new brand identity launched in February and was developed by New York-based creative agency Eyeball.

Eyeball developed everything from name, logo and brand identity to launch elements, all designed to communicate how the recently spun off company is different from its predecessors. The name is pronounced "size-meck" and signals "the company’s capacity to affect significant and measurable influence throughout the online marketplace".

"Sizmek had to be a new brand that was different than its predecessors: DG, which had previously served two industries, interactive and TV – the latter of which was recently sold off – and MediaMind. Creating a visual identity that expressed their expertise in all media, such as mobile, rich media, video and social, was integral to defining their new identity. 

The naming process laid the foundation for the brand strategy. eyeball was determined to create a name that could encompass all of their capabilities and flexibly grow along with them. After an extensive development process producing an array of several hundred interknit concepts and dozens of prospective names, eyeball arrived at “Sizmek.” Signaling the company’s capacity to affect significant and measurable influence throughout the online marketplace, the name was overwhelmingly adopted by its senior-level board members within minutes of its proposal. 

"It says everything they wanted to be as a company," says eyeball Executive Creative Director TJ McCormick. "It was distinctive, arresting, and evocative. Sizmek's new tagline, ‘See and Be Seen,’ was also born out of the same vein. It's recognizable and compelling while succinctly encapsulating the brand."

In addition, McCormick says that in keeping with such a bold name, it was important that the logo and identity be relatively understated, letting the meanings of the word carry the majority of the weight. 

eyeball expanded on the brand to accommodate every relevant media platform, shaping and positioning the company story both visually and verbally. Creative executions included style guides, taglines, branded audio, and color palettes, signage, collateral, and presentations. The agency also produced multimedia marketing videos and digital advertisements."