Airship
Helping a martech vanguard reclaim its market position
Airship pioneered customer experience technology, but It was still seen as a mobile messaging vendor, despite having grown into a cross-channel orchestration platform—and that perception gap was holding back ambitious growth goals. Our research found the way through: reframing Airship's mobile heritage from a limitation into ownable territory. We repositioned the company and aligned Airship's board and C-suite behind a single brand story, then carried it through a full visual refresh and a new website engineered to convert a complex, multi-persona buying committee.
What we did
- Market research
- Positioning & messaging
- Brand identity & design
- Website strategy & design
- Content systems & campaigns
%%Solving a%% legacy perception problem
Instead of leaving Airship’s mobile story in the past, we anchored on an evolution of it—that for today's consumer, mobile is the center of their world. And the brands that organize their customer experiences around it build more relevant, better-converting relationships across every channel.
We called the creative execution "Center of Their World," reframing Airship from a mobile messaging vendor into the strategic layer that every customer moment orbits around.
The work gave Airship's leadership team a position they could all stand behind—turning a contested perception problem into a single conviction the board, CEO, and entirety of the C-suite aligned on and the rest of the company could build from.
%%A brand identity%% fit for a category leader
A repositioning only holds if the brand looks the part. Airship had been telling the market it was a strategic, cross-channel platform while still wearing the visual identity of a mobile messaging vendor, a gap between the story and the look that undercut both.
We rebuilt the visual system to close that gap and give "Center of Their World" a form you could see. A new color palette, iconography, and imagery worked together to signal range and authority rather than point solutions—an identity sized for the category leader Airship had become, not the niche it had outgrown.
Then we made it durable. We packaged the brand into a system with flexible templates, optimized for scaling with AI, giving Airship's internal teams the tools to move fast and stay on-brand long after launch, allowing the new identity to hold up as the company, not the agency, put it to work.
%%Building a website%% for a complex buying committee
The website was the linchpin of Airship’s brand reposition and visual refresh. We redesigned the entirety of airship.com to not only bring its new identity to life, but to function as a 24/7 sales machine targeting a complex, multi-persona buying committee.
Every high-impact page was fully rebuilt and re-messaged. The site was architected so that each stakeholder, from product leaders to marketing VPs, could find a relevant entry point and powerful proof to cast off hesitations and become purchase champions.
The bottom line
Airship didn't have a product problem, it had a perception problem. So we fixed how the market saw it: a sharper position the entire C-suite stood behind, an identity that finally looked like the category leader Airship had become, and a website built to move a complex buying committee.
