AdTheorent, acquired by Cadent, is an adtech company that leverages machine learning and proprietary, award-winning data science to deepen the impact of advertising campaigns for advertisers, brands, and marketers. During my tenure at AdTheorent, I was brought on to support sales and marketing teams through the production of brand materials under its existing brand identity. Eventually, I was asked to lead the company through a rebrand, creating a new visual identity that better-positioned AdTheorent as a pioneer in the adtech space, beginning with the general sales presentation, which is used by every seller within the company and in every outgoing proposal to garner new business. This rebrand would then be retroactively applied to all sales, marketing, and creative materials, eventually trickling down into all internal-facing assets used by the company and its leaders.