I started by doing lots of research on modern tech company branding. I define this aesthetic as most often containing:

1. Bold sans-serif fonts, often left-justified
2. Deep, saturated colors
3. Overall minimalist aesthetics with plenty of negative space
4. Pops of colors through gradients
5. Rounded corners
6. Clean lines

After being briefed on the company's vision and goal for the overall company and the ad campaign, I sent a form to the Director of Marketing to gather specifics on their brand's visuals and audience tone. From the form, I learned:

1. The most common customer is a White male in their late 30s-50s with a family, high seniority, high income, and is risk-adverse.
2. Top 3 competitors are: Herald, Bold Penguin, and Sense. What differentiates CoverForce is that they have the highest number of API connections, customers can utilize their pre-built front-end to quickly implement the platform, and AI automations.
3. Change the business' reliance on word-of-mouth to online advertisements.
4: Ideal project outcomes: Have clear brand recognition, increase sales, improve social presence, and stand out from competitors.
5. Brand personality is approachable, simple, structured, bold, and somewhere between unique and familiar.