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CASE STUDY

Global Events Key Visual

By implementing a flexible design system with modular elements, the RTB House Key Visual maintains a strong brand identity while seamlessly integrating market-specific content, enhancing relevance and engagement worldwide.

01.

Introduction

RTB House is a global leader in advertising technology, specializing in deep learning-based solutions. With proprietary algorithms, the company delivers advanced marketing strategies that help brands effectively reach their audiences, boost engagement, and maximize return on investment.

Operating in over 90 markets worldwide, RTB House places a strong emphasis on events as a key pillar of its strategy. A Global Events Key Visual plays a crucial role in maintaining brand consistency while allowing for seamless adaptation to different markets. One of the main objectives of this project was to create a flexible Key Visual that could be both visually and communicatively adapted to diverse regions, ensuring relevance and impact across global audiences.

PROJECT DETAILS:

Role

CREATIVE DIRECTION
ART DIRECTION
CONSULTING
Assets design

DELIVERABLES

Creative Concept
CREATIVE STRATEGY
Key Visual
SOCIAL MEDIA
EVENT ASSETS DESIGN
stage decks
ANIMATED VIDEOS

TOOLS

Midjourney
Photoshop
Illustrator
INDESIGN
After Effects

Client

RTB HOUSE

Year

2024

02.

The Challenge

The key challenge of this project was to design a highly technological, modern, and dynamic Key Visual that would seamlessly integrate with RTB House’s branding while evoking a strong emotional response. The concept needed to embody next-generation innovation, accelerated growth, and boundary-pushing creativity, all expressed through motion and forward momentum—core themes that define RTB House’s vision.

At the same time, the Key Visual had to visually reference the digital advertising landscape, reinforcing the company’s expertise in AI-driven marketing solutions. It also needed to align with the 2025 brand slogan:

"Ads that resonate. Campaigns that scale."

A crucial aspect of the project was ensuring that the Key Visual could be easily adapted across RTB House’s 90+ markets, allowing for localized customization while maintaining a strong, unified brand identity. Balancing these diverse requirements made this project both complex and strategic.

03.

Solution

The Global Events Key Visual for RTB House was designed to reflect the brand's core values: innovation, advanced technology, personalization, and scalability in digital advertising. To ensure both strong brand consistency and adaptability, the Key Visual was developed as a flexible and modular system that can be tailored to different markets, industries, and asset formats.

The structure of the visual part of the Key Visual in relation to the slogan:

Key Features & Design Principles

AI-Driven Character Generation for a Cohesive Visual Identity
A key aspect of this project was the use of Midjourney to generate highly stylized, photorealistic characters. This approach ensured:
- A unified aesthetic across all visuals, maintaining consistency in lighting, styling, and composition.
- Greater control over the creative process, allowing for precise refinements in facial expressions, poses, and overall visual impact.
- The ability to quickly generate diverse character variations while preserving the same artistic style, ensuring a cohesive and polished look across different markets.
Human-Centric Approach & Personalization
Research shows that human faces increase engagement, foster emotional connections, and enhance relatability. The Key Visual places a strong emphasis on people, reinforcing RTB House’s expertise in personalized advertising.

To support global scalability, the characters are interchangeable, allowing adaptation to different markets:
- Black woman for the U.S. market
- Asian man for APAC
- White man for Europe
This ensures that the visual identity resonates with diverse audiences, enhancing relevance and engagement.

The flexibility to modify the character within the Key Visual which enables to adjust it to chosen market:

Technology-Driven Aesthetic

The ribbed glass effect in the background symbolizes advanced AI-driven advertising and adds a high-tech, futuristic feel, reinforcing RTB House’s position as an innovation leader in AI-powered marketing.
The rectangular frame directly references digital ad formats, creating a visual connection between the Key Visual and RTB House’s core business.

Alignment with Brand Messaging

The design concept directly supports RTB House’s 2025 slogan:
"Ads that resonate. Campaigns that scale."

The sharp, well-defined central figure represents precision and accuracy in reaching ideal customers.
The person stepping beyond the frame symbolizes scalability, breaking conventional boundaries, and pushing innovation forward.

Adaptability & Customization

The Key Visual layout is fully adjustable for different asset formats (square, vertical, horizontal), making it easy to use across various digital and print materials while maintaining a consistent brand presence.
Industry-Specific Customization: The central figure can be replaced with objects relevant to specific industries (e.g., automotive, fashion, or tech) to ensure relevance across different business sectors.

An example of modifying the box within the Key Visual to easily adapt it to different formats:

Supporting Design Elements & Scalability

Gradient backgrounds with a ribbed glass effect were created as standalone assets for event booths, digital banners, and supporting visuals, ensuring design consistency beyond the main Key Visual.
Glass textures were developed to add a modern and dynamic touch to RTB House’s signature gradient aesthetic.

Implementation & Global Accessibility

To ensure seamless execution across RTB House’s 90+ markets, a comprehensive asset package was prepared.
This includes editable design files and detailed usage guidelines, allowing external agencies and freelancers to easily adapt the Key Visual while maintaining brand integrity.

By leveraging AI-powered tools like MidJourney, the RTB House Global Events Key Visual achieves a perfect balance of technological sophistication, creative flexibility, and brand consistency, reinforcing RTB House’s leadership in AI-driven digital advertising.

stage deck opening example:

04.

Final Outcome

All key objectives of the project were successfully addressed, resulting in a highly flexible, visually striking, and strategically aligned Key Visual. The design has been met with great reception within RTB House, and initial feedback from events already highlights its strong impact and effectiveness.

The success of this project was driven by a combination of creative strategic thinking and cutting-edge AI tools, such as MidJourney, which played a crucial role in maintaining a consistent visual style, lighting, and composition across different adaptations. The ability to quickly generate and fine-tune character variations ensured both brand cohesion and market-specific customization.

By blending AI-powered innovation with a deep understanding of branding and scalability, the Global Events Key Visual has reinforced RTB House’s position as a leader in next-generation, AI-driven digital advertising.