The size of the prize and the sheer pace of growth mean that the ad tech category is a Wild West of competing technologies, colourful characters, extreme and rapid change. In this context, Kargo, established in 2003, is already a heritage brand.

Now expanding rapidly itself, Kargo asked our team in New York to help pinpoint the uniqueness of its offer and express this in a compelling way to its media-buying and brand marketer audiences.

The result is a new positioning and identity that highlights Kargo’s unique large-scale alliance of best publishers with the breakthrough quality of experience that the brand can offer to advertisers targeting consumers on their mobiles.

Brand strategy

Working with Kargo’s leadership team, we developed a brand strategy that amplifies its unique proposition: the ability to deliver exquisite on-brand experiences across the best publishing inventory at scale.

By leading with an emotional benefit rather than clever tech, we helped Kargo cut through the noise of the category to elevate and differentiate the brand.

Brand identity

From first thing in the morning to last thing at night, we check our mobiles. They increasingly power our lives. We want to be entertained, transported, connected, moved, something that great publishers have understood for a very long time – and that’s what the Kargo identity is about.

At its core, a mobile-shaped frame represents a gateway to the brilliant, breakthrough experiences that Kargo delivers. Beyond the core element, an unconventional image style bursts through the frame and combines with a striking colour palette and a bold tone of voice to create an identity that allows the brand to be, at once, provocative and premium.

To aid Kargo’s rapid proliferation of products and services, we created a visual architecture that is instantly recognisable as Kargo but also distinct in each of its propositions.


We’re a company of many opinions, and yet there was no debate at all about the brand identity Superunion created for us. Everyone loves it and believes in it.

T Gaffney
Vice President, Creative Service