Project Description

Repositioning Neustar as the first company to power the entire C-suite with identity science.

Brand Context

Neustar began as the pioneer of Caller ID services and evolved into a leader in identity authentication through real-time data, analytics, and telecom platforms. But after years of acquisitions and category expansion, the company’s brand had become fragmented. Its offerings were complex, its equity diluted, and its value hard to discern across the disparate industries it served.

The Challenge

How do you turn a data-driven company serving telecom, security, and marketing into a unified, value-driving brand that enterprise buyers can instantly understand and trust?

Neustar’s product sprawl and feature-first messaging left sales teams underselling and customers overwhelmed. The company needed a single, strategic brand vision — and a way to organize its diverse solutions around a coherent promise of value.

Strategic Insight

The connected world can’t operate without identity.
In a world driven by data, knowing who or what is on the other end of every interaction is the difference between confidence and chaos. Identity isn’t just an IT problem — it’s a boardroom imperative. We reframed Neustar not as a tech vendor, but as the architect of “identity science” — a new discipline at the center of mission-critical decisions.

Creative Execution

We repositioned Neustar as the expert in responsible identity science, offering clarity in a chaotic digital world. At the corporate level, we articulated a new brand promise: Neustar helps businesses grow, guard, and guide through the most complete understanding of identity.

To bring this to life:

• We overhauled Neustar’s product architecture, organizing solutions around executive-level needs rather than features.

• We developed a bold go-to-market messaging platform to clarify what Neustar sells, who it sells to, and why it matters.

• We armed the 100+ sales team with a modular storytelling system, including new pitch decks, talk tracks, and training workshops.

• We redesigned the website and visual identity, moving from dark, inaccessible tones to a premium, humanized look and feel.

• We created brand films and internal CEO communications to ensure buy-in across all levels of the organization.

Every touchpoint — from sales materials to white papers — was aligned under the new narrative of identity as enterprise value.

Results

The transformation didn’t just make the brand clearer — it made the business stronger.

• 2× increase in pitch win rate for sales leaders using the new messaging and training.

• 100% win rate for key flagship accounts.

• 30% improvement in win rate across the marketing solutions group.

• Increased customer satisfaction and higher perceived value in-market.

Reflection

Reframing Neustar around “identity science” didn’t just sharpen its story, it unlocked its strategic potential. In a world where every business is scrambling to understand who they’re dealing with, Neustar became the one brand built to answer that question.

Brand Films

Gallery