Bronco is a B2B SaaS platform designed to help advertisers manage and optimize television advertising campaigns, particularly within modern streaming environments such as connected TV platforms.
The project included the creation of a new brand identity system and a redesigned marketing website, translating the product’s positioning into a clear and recognizable visual language. The goal was to combine the forward-looking nature of a technology company with subtle references to classic American Western culture — a visual metaphor behind the name Bronco.
As a new company entering the ad-tech space, Bronco needed an identity that would feel credible within the technology and SaaS landscape while still standing apart from the highly minimal and often generic visual style common in the category. The brand also needed to balance two seemingly different directions: Modern SaaS professionalism and a subtle “Old Americana” / Western character. The identity had to work seamlessly across digital environments — particularly a marketing website, product pages, and presentations — while remaining recognizable and memorable.
Logo System The logo combines a dynamic horse symbol with a flowing script wordmark. The horse mark references the idea of a bucking bronco — a symbol of power, independence, and movement. This imagery reinforces the product’s positioning as a platform that helps brands navigate the rapidly evolving world of television advertising. The script-style wordmark introduces a sense of character and personality, inspired by traditional Western signage and vintage Americana aesthetics. At the same time, the simplified execution keeps the mark clean and adaptable for digital environments. Together, the symbol and wordmark create a distinctive brand signature that works across multiple contexts, from the website header to marketing materials.
To ensure consistency across all future applications, the project also included light brand guidelines outlining: logo usage, typography hierarchy, color palette rules, basic graphic elements, brand styling direction. These guidelines serve as a reference for applying the brand across marketing materials, presentations, and digital products.
Once the brand identity was established, it was implemented directly into the redesigned marketing website. The website uses the identity system to create a clear, structured, and conversion-focused layout. Key characteristics of the design include: spacious sections with strong typographic hierarchy, warm neutral backgrounds paired with olive green interface elements, structured content blocks highlighting company values and capabilities, subtle Western-inspired graphic motifs for visual personality. The homepage introduces the company with a strong headline section and supporting brand storytelling, followed by sections explaining the platform’s capabilities and key differentiators.
The final identity gives Bronco a recognizable and differentiated presence within the ad-tech space. By combining modern SaaS clarity with subtle Western character, the brand communicates both technical capability and a strong, memorable personality. The new visual system creates a cohesive foundation that can scale across the company’s website, product interfaces, and marketing materials.
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