AppNexus was well positioned to be a leader in a fast-growing market and poised for success. To enable that success, AppNexus asked SYPartners to help them craft a Brand Strategy that solidified their purpose and values as an organisation. SYP charted a future vision with a strategy that differentiated AppNexus in a competitive marketplace and translated their story into a cohesive plan for engaging external stakeholders. I conducted informational interviews with the Lead Strategist, uncovered and illuminated key themes, directed creative insights and expressions for a series of immersive workshops. The project culminated in a brand book guided by shared beliefs to provide inspiration and clarity to employees.