The joy of being known

Insight

Making the highly technical, deeply personal.

As a B2B company, mParticle is the original leader in customer data platform technology — the back-end systems that collect detailed customer data, power interactive digital experiences and personalise them on an individual level.

Far more than most behind-the-scenes B2B platforms, mParticle’s innovation and intelligence puts customers at the centre of every interaction. A unique offering helps companies get a total picture of a customer and serve their needs on a more personal level. However, this deeply human perspective was lost in a crowded technical category, where differentiation was unclear.

mParticle partnered with AKQA to refine its brand strategy, spotlighting its thought leadership, and clarify its brand narrative to stand out from the competition. Building on the new approach, AKQA helped mParticle create a new visual identity and design the next generation of its website.

Idea

Turning customer data into customer joy.

To humanise a highly technical AI-powered platform, AKQA distilled the more profound emotional impact of the technology: the joy of being seen and known as an individual. With this strategic foundation, the manifesto, narrative and messaging strategy coalesced into a visual identity system. Together, these elements elevate mParticle to show up as thought leaders with a uniquely human point of view — one that departs from the industry’s ubiquitous technical jargon and stereotypical technology platform designs filled with bright colours and graphics.

Impact

Showing up as the leaders they are.

mParticle’s employees feel galvanised around a motivating purpose, and the company’s leadership and product vision are sharpened with a clear focal point. AKQA supported mParticle’s step forward with the confidence and tools to lead their category: a reinforced identity, strong platform narrative and website design that speaks to their core audience with an emotional resonance like nobody else in the industry.