Semrush 

(Koto - 2025)

Semrush is an all-in-one AI powered marketing platform helping SMB to Enterprise customers command total brand visibility. Yet audiences still saw it as “just an SEO tool”. We developed a new strategy and identity to broaden these perceptions, giving the product a brand it could grow into as the business moves into new markets.

Brand visibility is about winning. And to win is a feeling of energy and drive that ambitious marketers live for. We captured that feeling in a new brand idea, “The Winners Rush,” and gave Semrush a bold new positioning as the “Marketer’s unfair advantage”. This strategy anchors the entire brand, from identity to the digital experience, all expressing the thrill of success.

Just months after the project went live, Semrush was acquired by Adobe for $1.9bn.

My role: 

• Leading strategic development and stakeholder management

• Defining the strategic platform, brand idea and complex brand/product architecture.

• Translating strategy into a visual and verbal system with real impact.