In the dynamic realm of private equity, where strategic investments and value creation define success, one critical element often shapes the trajectory of portfolio companies: effective marketing. At Bluetext, we recognize that marketing transcends mere promotion—it is a strategic lever that can drive growth, enhance value, and create a ripple effect that benefits both investors and their portfolio companies. In this blog post, we will explore the multifaceted impact of effective marketing on private equity portfolio companies, illustrating how it can transform strategic investments into lucrative success stories.

The Strategic Importance of Marketing in Private Equity

Private equity firms are increasingly acknowledging the strategic significance of marketing. It’s not just a tool for immediate sales growth but a long-term investment that amplifies the overall value of portfolio companies. Here’s how:

  1. Brand Building and Reputation Management: A strong brand and positive reputation are invaluable assets. Effective marketing crafts compelling brand narratives, enhances visibility, and fosters trust with stakeholders. For portfolio companies, a robust brand can lead to improved customer loyalty, attract top talent, and secure favorable terms in negotiations and partnerships.
  2. Market Positioning: Strategic marketing positions portfolio companies effectively within their markets. By identifying unique selling propositions and differentiating from competitors, marketing efforts can establish a niche that attracts dedicated customers and drives sustainable growth.
  3. Customer Acquisition and Retention: Well-executed marketing strategies, including targeted campaigns and personalized communications, significantly boost customer acquisition and retention rates. For private equity firms, this translates into steady revenue streams and heightened enterprise value.

Enhancing Portfolio Company Value Through Marketing

Effective marketing initiatives directly contribute to the value enhancement of private equity portfolio companies. Here are key ways in which marketing impacts portfolio success:

  1. Revenue Growth: Targeted marketing campaigns drive sales by reaching the right audience with the right message at the right time. Whether through digital advertising, content marketing, or social media engagement, these efforts enhance top-line growth, a crucial factor in portfolio valuation.
  2. Operational Efficiency: Modern marketing leverages data and analytics to optimize performance. By utilizing AI and machine learning, marketing campaigns are refined for maximum efficiency, reducing costs and improving ROI. This operational efficiency is particularly valuable for private equity firms aiming to streamline portfolio company operations.
  3. Scalability: Marketing strategies that emphasize scalability ensure that as a company grows, its marketing efforts can expand seamlessly. This scalability is essential for private equity firms that often look to grow portfolio companies rapidly to prepare for exit strategies.
  4. Enhanced Exit Strategies: A well-marketed company is more appealing to potential buyers. By building a strong brand, demonstrating consistent revenue growth, and showcasing a loyal customer base, private equity firms can increase the attractiveness of their portfolio companies, achieving higher multiples and more profitable exits.

Centauri: Marketing Success in Action

Consider for example, our work with Centauri. When Arlington Capital Partners acquired three leading companies in the national security sector—Integrity Applications Incorporated, Xebec Global, and Dependable Global Solutions—the IAI team turned to Bluetext to develop and launch a new unified brand from scratch. In less than 6 months, the teams worked together to launch Centauri. Following our work with the company, it was sold to KBR for $827 million, providing Arlington Capital Partners with a profit of around $300 million. 

Centauri homogenous hero

The Future of Marketing in Private Equity

As the private equity landscape evolves, the role of marketing will continue to grow in significance. Here are some trends to watch:

  1. Data-Driven Marketing: Advanced analytics and big data are transforming how marketing strategies are developed and executed. Data-driven insights enable more precise targeting, better customer understanding, and improved campaign performance.
  2. Digital Transformation: The ongoing digital revolution presents both challenges and opportunities. Private equity firms must ensure that their portfolio companies are not only keeping pace with digital trends but also leveraging them to gain competitive advantages.
  3. Integrated Marketing Strategies: Successful marketing is no longer about isolated campaigns but integrated strategies that encompass various channels and touchpoints. Omnichannel approaches that provide a seamless customer experience will be crucial for driving growth and value.


Effective marketing is a powerful catalyst that can significantly enhance the performance and value of private equity portfolio companies. By building strong brands, optimizing operations, and driving scalable growth, marketing creates a ripple effect that benefits all stakeholders involved. At Bluetext, we specialize in crafting strategic marketing solutions that unlock the full potential of portfolio companies, ensuring that private equity investments yield maximum returns.

For more insights on how effective marketing can transform your portfolio companies, contact us at Bluetext. Together, we can harness the power of marketing to drive your private equity success.

In the fiercely competitive landscape of private equity, standing out from the crowd is not just desirable; it’s essential. With a multitude of firms vying for attention and investor trust, the challenge of differentiation looms large. However, mastering the art of branding can set your private equity firm apart, creating a compelling identity that resonates with investors and stakeholders alike. At Bluetext, we understand the importance of crafting unique and impactful branding strategies tailored specifically for private equity firms. Let’s delve into the nuances of this art form and explore how your firm can leverage branding to carve out its niche in the market.

Embrace New Trends in Branding

In today’s fast-paced digital landscape, staying ahead of the curve means embracing new trends in branding. From immersive experiences and interactive content to personalized marketing automation and influencer partnerships, there are countless opportunities to elevate your brand and engage with your audience in meaningful ways. By keeping a finger on the pulse of emerging trends and technologies, your firm can stay relevant and capture the attention of investors in an increasingly crowded market.

Roll Up Brands into One Cohesive Narrative

For private equity firms with multiple portfolio companies, creating a cohesive brand narrative can be a powerful branding strategy. By aligning the values, messaging, and visual identity of each portfolio company under a single overarching brand narrative, your firm can strengthen its position in the market and create synergies across its investment portfolio. Whether it’s through a shared mission or a unified brand story, rolling up brands into one cohesive narrative can help differentiate your firm and maximize the impact of your investments.

Harness the Power of Naming

In the world of branding, a name can make all the difference. A distinctive and memorable name can help your firm stand out in a sea of competitors and capture the attention of investors. Whether it’s a bold and innovative name that reflects your firm’s forward-thinking approach or a timeless and classic name that evokes trust and reliability, choosing the right name can set the tone for your brand and shape how it is perceived by others. Invest time and resources into selecting a name that not only differentiates your brand but also resonates with your target audience and aligns with your firm’s values and vision.

Define Your Value Proposition

At the heart of every successful brand lies a clear and compelling value proposition. For private equity firms, this means articulating what sets you apart from the competition. Whether it’s your specialized expertise in a particular industry, your track record of successful investments, or your unique approach to value creation, your value proposition should resonate with your target audience and clearly communicate the benefits of partnering with your firm.

Establish Your Brand Personality

Just like individuals, brands have personalities that shape how they are perceived by others. For private equity firms, cultivating a strong brand personality can help humanize your firm and foster deeper connections with investors. Whether you want to be seen as innovative and forward-thinking, trustworthy and reliable, or bold and dynamic, your brand personality should be consistent across all touch points, from your website and marketing materials to your interactions with clients and stakeholders.

Leverage Thought Leadership

In an industry driven by expertise and insights, positioning your firm as a thought leader can be a powerful branding strategy. By sharing your knowledge and perspectives through thought leadership content such as whitepapers, articles, and webinars, you can demonstrate your firm’s expertise, build credibility with investors, and differentiate yourself from competitors. Thought leadership also provides an opportunity to showcase your unique approach to investing and value creation, further reinforcing your brand identity.

Cultivate a Strong Visual Identity

In the world of branding, first impressions matter. A strong visual identity not only helps your firm stand out visually but also communicates important aspects of your brand personality and values. From your logo and color palette to your website design and marketing collateral, every element of your visual identity should be carefully crafted to reflect your firm’s unique identity and resonate with your target audience.

Foster Authentic Relationships

At its core, branding is about building relationships – with investors, with stakeholders, and with the broader community. For private equity firms, fostering authentic relationships is crucial for establishing trust and credibility in the market. Whether it’s through personalized communication, transparent reporting, or active engagement in industry events and networking opportunities, investing in relationships can pay dividends in building a strong and resilient brand.

Prioritize Brand Consistency

Consistency is key to building a strong and recognizable brand. Ensure that all aspects of your brand – from messaging and visuals to tone of voice and customer experience – remain consistent across all channels and touchpoints. This includes your website, social media profiles, marketing materials, and even internal communications. Consistency breeds trust and familiarity, making it easier for investors to connect with your brand and understand what you stand for.

Tell Compelling Stories

In a world inundated with information, storytelling can be a powerful tool for capturing attention and making an emotional connection with your audience. Share compelling stories about your firm’s journey, successes, and the impact of your investments. Highlighting real-world examples of how your firm has added value to portfolio companies and helped them achieve their goals can showcase your expertise and differentiate your brand in a meaningful way.

Monitor and Adapt

The branding landscape is constantly evolving, and what works today may not necessarily work tomorrow. Stay vigilant and monitor industry trends, market dynamics, and shifts in investor preferences. Be prepared to adapt your branding strategies accordingly, whether it’s updating your messaging to reflect changing market conditions, refreshing your visual identity to stay relevant, or pivoting your thought leadership efforts to address emerging topics and concerns. By staying agile and responsive, your firm can remain competitive and continue to stand out in a rapidly changing environment.

In conclusion, the art of differentiation is a nuanced and multifaceted endeavor, but with the right branding strategies in place, private equity firms can elevate their presence in the market and attract the attention of investors and stakeholders. By embracing new trends in branding, rolling up brands into one cohesive narrative, harnessing the power of naming, defining a clear value proposition, and establishing a strong brand personality, your firm can carve out its niche and thrive in the competitive landscape of private equity. At Bluetext, we’re here to help you navigate this journey and unlock the full potential of your brand. Contact us today to learn more.

In today’s interconnected world, the call for diversity and representation is not just a social imperative but also a business necessity. As marketing professionals, we have a unique opportunity and responsibility to champion inclusivity in brand communications. In this blog post, we explore the significance of inclusive marketing and how it can drive meaningful connections with diverse audiences.

Embracing Diversity as a Strength

At the heart of inclusive marketing lies the recognition that diversity is not only prevalent but also enriching. By embracing diverse perspectives, experiences, and identities, brands can create authentic connections with a wide range of consumers. Whether it’s ethnicity, gender, age, sexual orientation, or ability, acknowledging and celebrating diversity fosters a sense of belonging and resonates deeply with audiences.

Reflecting the Real World

Inclusive marketing goes beyond tokenism or superficial representation. It requires a genuine commitment to reflecting the diversity of the real world in brand communications. This means casting a diverse range of individuals in advertising campaigns, showcasing diverse lifestyles and experiences, and ensuring that all segments of society feel seen and valued.

Fostering Empathy and Understanding

Inclusive marketing is not just about reaching diverse audiences; it’s about fostering empathy and understanding across different communities. By telling authentic stories that reflect the lived experiences of diverse individuals, brands can bridge cultural divides, challenge stereotypes, and promote empathy and understanding.

Building Trust and Loyalty

Inclusivity isn’t just a moral imperative; it’s also good for business. Research has shown that consumers are more likely to trust and support brands that demonstrate a commitment to diversity and inclusion. By authentically engaging with diverse audiences, brands can build trust, loyalty, and long-term relationships that transcend transactional interactions.

The Role of Marketing Agencies

As marketing agencies, we have a crucial role to play in driving the adoption of inclusive marketing practices. This involves challenging outdated norms and stereotypes, advocating for diversity and representation within our own organizations, and guiding our clients towards more inclusive brand communications.

More than a Trend

Inclusive marketing isn’t just a trend; it’s a fundamental shift in how brands engage with their audiences. By championing diversity and representation in brand communications, we can create a more inclusive and equitable society while also driving business success. As marketing professionals, let’s embrace the power of inclusive marketing to create meaningful connections, foster empathy and understanding, and build brands that truly resonate with diverse audiences.

Looking to improve your brands inclusivity? Contact us. 

In the dynamic world of private equity, the pursuit of superior returns is an ever-present goal. In this quest, factors such as operational efficiency, market timing, and strategic investments often take center stage. However, one element that is increasingly proving to be a pivotal contributor to success is the role of marketing. Beyond just advertising and promotion, marketing encompasses a comprehensive approach that stretches from brand strategy to the bottom line. Here, we delve into how marketing can significantly influence private equity returns.

Building Strong Brands

At the heart of effective marketing lies the creation and nurturing of strong brands. In the realm of private equity, acquiring or investing in companies with robust brand equity can yield substantial benefits. A strong brand not only commands premium pricing power but also fosters customer loyalty and facilitates market expansion. Consequently, it can translate into enhanced revenues and margins, directly impacting the bottom line.

By leveraging market research, consumer insights, and strategic positioning, marketing professionals within private equity firms play a pivotal role in identifying and maximizing the potential of brands. Whether it involves revitalizing existing brands or establishing new ones, a well-crafted brand strategy sets the stage for sustainable growth and value creation.

Take for example our work with Arlington Capital Partners and its portfolio company, Centauri. Bluetext designed a cutting-edge look and feel for Centauri that sets them apart from the competition. Written in a custom lowercase typeface, the Centauri logo is modern and approachable with a unique icon representing the stars that make up the Centauri constellation.

Driving Customer Acquisition and Retention

In today’s competitive landscape, customer acquisition and retention are imperative for sustained business success. Marketing strategies tailored to target audience segments can significantly bolster both these aspects, thereby driving top-line growth and enhancing profitability.

Through a combination of digital marketing, content creation, and customer relationship management, private equity-backed companies can effectively reach and engage with their target customers. By delivering personalized experiences and building lasting relationships, these companies can not only attract new customers but also retain existing ones, thus ensuring a steady revenue stream and long-term profitability.

When Francisco Partners acquired the distinguished global leader in weather data previously owned by IBM, The Weather Company (parent company of The Weather Channel and several other esteemed consumer brands), they looked to Bluetext as a trusted partner to concept, design, and build the new Weather Company website in record-breaking time.

From the inception of the engagement, the goal was clear – create a visually stunning website that caters to the specific content needs and expectations of visitors across priority and secondary audiences alike. In a comprehensive process, Bluetext was tasked with the creation of a new information architecture, which was broken down to establish the content strategy for each individual page. SEO, UX, cross-linking, and the use of taxonomy were all primary considerations in the development of the content strategy and the resulting wireframes which outline the structure of each page.

Optimizing Operations and Efficiency

Marketing’s influence extends beyond external-facing activities to internal processes and operations. By analyzing data, measuring performance, and optimizing workflows, marketing teams can identify inefficiencies and streamline operations, thereby improving overall efficiency and productivity.

From supply chain management to customer service operations, marketing-driven insights can inform strategic decisions aimed at enhancing operational effectiveness. By reducing costs, minimizing waste, and maximizing resource utilization, these initiatives directly contribute to bottom-line profitability, ultimately driving higher returns for private equity investors.

Harnessing Innovation and Adaptation

In today’s rapidly evolving marketplace, adaptability and innovation are essential for survival. Marketing serves as a catalyst for innovation by identifying emerging trends, uncovering unmet customer needs, and fostering a culture of experimentation and creativity.

Through initiatives such as product development, service innovation, and market experimentation, private equity-backed companies can stay ahead of the curve and capitalize on new opportunities. By embracing change and continuously refining their offerings, these companies can maintain relevance, drive growth, and ultimately deliver superior returns for investors.


In the realm of private equity, the influence of marketing extends far beyond mere promotion and advertising. From shaping brand identity to driving operational efficiency and fostering innovation, marketing plays a multifaceted role in influencing bottom-line returns. By recognizing the strategic importance of marketing and integrating it into their investment thesis, private equity firms can unlock untapped value, drive sustainable growth, and ultimately achieve superior returns for their investors.

Are you looking to increase your return on investment via the power of marketing? Contact Bluetext to learn how we can support you.

In a world where the digital battleground is ever-evolving, the way we visualize cyber threats is more than just a matter of aesthetics. It’s about conveying a message that resonates with the complexity and urgency of the challenges we face. Over the years, cybersecurity branding has gone through various phases, from the ominous figures in dark hoodies to monstrous depictions of malware. But now, a new trend is emerging—one that’s straight out of a science fiction saga.

The Evolution of Cyber Security Symbolism:

Let’s take a quick trip down memory lane to understand how cybersecurity brands have evolved in their visual language:

  • The Hooded Figures: Once upon a time, cybersecurity brands leaned heavily on the stereotype of hackers as mysterious figures cloaked in darkness, lurking in the shadows of the digital realm. While this imagery effectively conveyed the sense of a hidden threat, it also perpetuated stereotypes and failed to capture the true nature of cyber adversaries.


  • Abstract Digital Art: In this phase, cybersecurity brands leaned towards abstract digital art to represent cyber threats. They utilized geometric shapes, neon colors, and glitch effects to convey the complexity and unpredictability of digital vulnerabilities. While visually captivating, this approach sometimes lacked a clear connection to the real-world implications of cyber attacks.

  • Monstrous Malware: As the threat landscape expanded, so did the imagery associated with cyber threats. Brands began depicting malware as monstrous creatures, embodying the destructive potential of cyber attacks. While this approach added a layer of visual interest, it often bordered on the cartoonish and failed to convey the sophistication of modern cyber threats.

But now, a new era has dawned in the world of cybersecurity branding—one that draws inspiration from the boundless realms of science fiction. Enter the age of Sci-Fi Inspired Branding.

Incorporating elements from the vast expanse of the cosmos, cybersecurity brands are embracing a visual language that speaks to the futuristic nature of the challenges we face. Here are some examples of websites that are boldly venturing into this new frontier:

  • SecurityScorecard: With its sleek interface and futuristic aesthetic, SecurityScorecard’s website feels like something straight out of a cyber-thriller video gam. The use of dynamic visuals and futuristic typography conveys a sense of innovation and technological prowess. Check out how Bluetext contributed to this brand revolution.

  • Cybereason: Cybereason’s website takes visitors on a journey through the digital universe, with swirling nebulae and sleek spacecraft serving as the backdrop for its cybersecurity solutions. The use of space-themed imagery reinforces the brand’s message of protecting against unknown threats from the far reaches of the digital universe.

  • CrowdStrike: As you scroll through CrowdStrike’s website, you’re greeted with a cast of characters straight out of a sci-fi epic—space cowboys and invaders battling it out against a backdrop of cosmic chaos. This playful yet powerful imagery captures the essence of the cyber threat landscape while injecting a sense of adventure into the brand’s messaging.

  • Darktrace: Darktrace’s website transports visitors to a futuristic landscape filled with shimmering data streams and pulsating energy fields. The use of sleek, metallic textures and holographic interfaces creates an immersive experience that reflects the cutting-edge nature of the company’s AI-driven cybersecurity solutions.

  • SentinelOne: SentinelOne’s website features sleek spacecraft navigating through asteroid fields and alien landscapes. The use of dynamic animations and sci-fi-inspired imagery reinforces the brand’s message of protecting against next-generation cyber threats.

  • Varonis: Varonis’ website features sleek, robotic figures that rise against a futuristic backdrop. The use of sci-fi-inspired visuals and dynamic animations creates a sense of immersion, highlighting the company’s innovative approach to data security and threat detection. Varonis’ website captures the imagination and reinforces the brand’s message of protecting against cyber threats in the digital age.

Varonis hero image

As the line between science fiction and reality is becoming increasingly blurred, it’s only fitting that cybersecurity brands embrace the boundless possibilities of the sci-fi universe. By infusing their visual identity with elements from the farthest reaches of space, these brands are not only staying ahead of the curve but also inspiring a sense of wonder and imagination in their audiences.

So, the next time you find yourself navigating the digital wilderness, remember that the guardians of cyberspace are not just warriors—they’re spacefaring adventurers on a mission to protect the frontiers of the digital realm.

The cybersecurity market is ever-evolving, and with it, digital marketing strategies should anticipate these trends and adapt to stay ahead of them. Careful market analysis and years of industry expertise amongst Bluetext marketing specialists reveal AI technology, increased investment from SMBs, and enterprise risk quantification are expected to impact cybersecurity provider marketing strategies in 2024. 

Cybersecurity Trends to Watch:

Artificial Intelligence is Impacting All Industries — Including Cybersecurity

We’ve seen AI headlines not just in the Tech markets, but all over the mainstream media. As utilization of AI becomes more prevalent, with access to open-source models like ChatGPT, cybersecurity providers will need to develop entirely new standards of trust. Organizations will be seeking cybersecurity providers to ensure they can securely deploy AI technology. On top of that, malicious uses for AI will increase the need for protection against cyber attacks. Cybersecurity providers will need to speak to their ability to deploy safe AI product features while also promoting their ability to protect against these AI-powered attacks. 

Check out how Bluetext client AmeliaAI leverages conversational AI as a tool for business optimization.

SMB Organizations are Investing More in Cybersecurity

Managed services are becoming an increasingly important purchase for small and medium-sized businesses. Security attacks on SMBs are felt deeply throughout the organization, compared to large enterprises that may find more protection in silos and sheer size. The good news is that, because of increased awareness of this vulnerability, SMBs’ spending on cyber security is expected to reach $109 billion worldwide in 2026. Cybersecurity providers should take advantage of this growing customer base and make additional considerations for SMB target audiences when designing digital marketing strategies. 


Enterprises Are Seeking Better Quantification of their Cybersecurity Risks

For enterprise decision-makers, their willingness to invest in cybersecurity measures will hinge on the ability to accurately quantify their current risks. According to Gartner, turnover in the CISO position is an increasing threat to enterprises; they expect 50% of cybersecurity leaders will have left their positions by 2025. A large contributor to CISO stress is a lack of organizational support for seeing cybersecurity measures as a crucial element of meeting business objectives. Calculating the degree of security risk at an enterprise will play a key role in getting organizational buy-in for increased cybersecurity measures. Marketing strategies will need to speak to both cybersecurity leaders (who are looking to fortify their security measures) and executives (who are looking to advance business goals). 

Check out our recent work with Obrela, a world-class cyber security provider, who came to Bluetext for support in updated brand, logo, messaging, website, and video to connect with technical and executive-level audiences.


A digital marketing agency can help your company stay on top of the latest trends in cybersecurity and figure out a plan for how to address these trends in your overall marketing strategy. At Bluetext, we specialize in working with industry-leading cybersecurity professionals; see how we work with companies to build credibility in the realm of cybersecurity in this recent blog. 

Curious about what other trends we expect to see in the upcoming year? Read our blog on the 2024 Future Forecast from Bluetext.

We are currently living through a transformation period where sustainability and conservation efforts have been thrust into center stage. Consumers are increasingly looking to businesses to take the lead in addressing environmental and social issues. This means it’s time to ensure your branding efforts reflect the environmental values of your customers so you can build trust and attract new customers.

To be able to stand out in the market and be seen as a company that is striving for sustainability, which encompasses more than just being environmentally friendly, but also socially responsible and economic viability, it’s time to develop a brand that exudes the values of being “green.” In this blog, we’ll lay the foundation for how to get there.

What Is Sustainable Branding?

Sustainable branding is an approach to branding that focuses on a company’s commitment to sustainability and environmental and social responsibility. It involves communicating a company’s sustainability values and highlighting initiatives it takes towards a more eco-friendly future. It encompasses a holistic approach that considers the environmental, social, and economic impact of a brand’s actions throughout its entire lifecycle

What Does Sustainable Branding Look Like?

There are many ways to help your brand evoke the message of sustainability.

1. Color Palettes with Eco-Friendly Symbolism

The colors you choose for your brand evoke different emotions from your audience. For example, red symbolizes a brand that is ambitious, confident, and bold, whereas navy exudes responsibility, integrity, and peace. 

When it comes to establishing a color palette that feels sustainable, green feels like a very obvious choice. However, other colors that reflect nature, such as neutral earth tones and blues, can evoke a similar feeling.

Bluetext client, Blink, knows a thing or two about sustainability. To emphasize their eco-friendly products and business mission, they utilize an eye-catching green with soothing cool blue tones and organic curves.

2. Eco-Friendly Typography

The typography you select for your sustainable brand can speak volumes about your brand’s values. Clean, sans-serif typography exudes modernity and reinforces the clean and minimalist values of your brand, and even reduces the amount of ink needed to print. Arial, Courier, and Garamond are considered some of the most print-efficient fonts on account of thin line work and minimal frills. But, did you know there are even fonts developed to minimize the amount of ink needed to print? This font, called Ryman Eco, maybe a little too custom for some businesses but serves as a great example of commitment to sustainable operations. 

3. Nature-Inspired Imagery & Graphics

Your sustainable brand should incorporate visuals that reflect nature and eco-consciousness. Consider nature-inspired brand elements, such as plants or animals, to evoke a sense of environmental responsibility.

How to Establish a Sustainable Brand

However, sustainable branding goes beyond greenwashing or superficial efforts; it involves genuine efforts to minimize harm and make a positive difference in the world.

1. Establish a Timeless Design System

Look to establish a well-designed logo and brand system that can easily evolve. When you can keep the same logo, typography, color palette, and brand elements, you are innately going to reduce the number of manufactured branding assets you will need to update. For example, if your logo remains the same and you have a simple, yet effective business card design, you will not need to require your employees to throw out dozens or hundreds of business cards. The same goes for any printed collateral you hand out at trade shows or corporate events.

2. Consider Environmentally-Friendly Marketing Materials

Once your timeless brand is established, consider leveraging recycled materials and environmentally-friendly packaging for your marketing materials. This refers to everything from the type of paper you use for collateral to the ink you use on that paper. With so many options available today, there’s no excuse to not use environmentally friendly materials. Especially when 67% of consumers think it’s important that the products they buy come in recyclable materials.

3. Keep Design & Production Local

When you’re expanding your marketing efforts, consider producing and sourcing locally when possible. You can do so by finding a local branding agency to avoid long-distance travel or sourcing a local printer to avoid shipping produced materials over long distances.

Ready to get started with developing your sustainable brand? Contact Bluetext today to get started.

This past Thursday creatives around the world kept their eyes out for a highly anticipated announcement: the 2024 Pantone Color of the Year. An annual tradition now 25 years old, Pantone’s hue selection usually sets the stage for design & style trends for the upcoming year. Take 2023 for example, when “Viva Magenta” foreshadowed the upcoming wave of Barbie-core pinks that dominated the design world. 

The finalist for 2024? Peach Fuzz, a neutral pink-orange hue the company describes as “gentle,” “velvety,” “contemporary” and “nurturing.” Pantone’s Leatrice Eiseman, explains: “Peach Fuzz brings belonging, inspires recalibration, and an opportunity for nurturing. Drawing comfort from PANTONE 13-1023 Peach Fuzz, we can find peace from within, impacting our wellbeing.”


All the buzz around the fuzz got our creative wheels spinning, what was Bluetext’s color of the year? We decided to turn the tradition on its head and reflect back, rather than forecast forward, on our most inspired color palettes of the past year. 

In the eyes of Bluetext’s creative director, Jason Siegel, Libertas’ iconic green-based palette stood out. As a financial services company, green tones are a bit on-the-nose, however the Bluetext creative team sought out to question and redefine the obvious. Marrying deep, jewel-toned emeralds with energetic pops of neon kelly green breathed a new life into an established brand. Torn between a determination to stay true to its root, and desire to innovate and prove its technology prowess to the market had been a long standing challenge for Libertas, but finally solved with the support of Bluetext’s creative expertise.  

Another fan favorite of the Bluetext team has been Obrela, who proved real threat detectors do wear pink. The cybersecurity company’s website features a predominant dark mode theme, using a deep indigo gradient to backlight vibrant pops of fluorescent pink and highlighter yellow. As a creative agency with long standing experience in the cybersecurity market, we’re no stranger to the color blue. It’s tried and true across many industries, with a trustworthy color psychology and professional tone. What we love most about the Obrela color palette is the ability to bridge tradition with nuance. A successful balance of the familiar and the uncomfortable, using well known tones as majority with the thought provoking pops of pink strategically placed at critical conversion points.


Ultimately, we here at Bluetext feel 2023 has been a year of creative success. We’ve seen a trend of vibrant color schemes making its way across the B2B landscape. Often paired with a darker or more muted tone within the same color family, but definitely standing out in unique ways. As we approach 2024 we can only look forward to more modernized monochromatic schemes, particularly ones that seek to balance energy with expertise.  

Are you looking to refresh your brand in 2024? Contact us at Bluetext to learn how we can partner with you. 

It’s that time of year again, the temperatures are dropping, pumpkin spice is wafting, and everyone is abuzz with excitement for the upcoming holiday season. The official kickoff to fall festivities and peak holiday season is the one, the only: Halloween. While most associate Halloween with childhood tricks and treats, or perhaps the hoarding of their favorite candy bar, in reality, Halloween offers so much more. It’s a holiday often favored by creative minds and those who love a good theme, the perfect recipe for businesses excited to get behind the celebrations in an array of ingenious ways.

One of the rapidly rising trends in Halloween celebrations over the past few years has been brand-based costumes. Consumers have taken costume originality to new heights with creative takes on their favorite brands, advertising campaigns, or company mascots. As strong supporters of brand awareness and creative costumes, Bluetext breaks down our favorite brand-inspired Halloween costumes and makes predictions of what you can expect to see taking the streets by storm. 

Starting out strong, we have fan-favorite insurance characters Jake from State Farm and Flo from Progressive. This dynamic duo has taken off in recent years! Many people have further emphasized these advertising campaigns and commercial spots with their costume interpretations. What we love about these costumes is their ability to act as free advertising. While State Farm and Progressive are undoubtedly spending millions for commercial placements, the characters have won the hearts of Americans to the point that consumers are offering themselves free advertising over the course of the Halloween season.

In the aftermath of the marketing phenomenon that swept away global audiences this past summer, Barbie is expected to be the most popular 2023 Halloween costume. While the magic of Barbie (and their rebranded messaging) lies in the fact that anyone can be Barbie and there are so many character variations,  we expect most will be flaunting the classic Barbie pink aesthetic. Other popular variations expected this year include career-based Barbies, such as astronaut Barbie or Barbie for President. Not only will this esteemed costume act to sustain the movie’s popularity post-theater release, but it will also serve to further Mattel’s rebrand in attempts to course-correct previously negative connotations surrounding the doll’s history.  Keep your ears tuned for all the “Hi, Barbie” “Hi, Barbie” exchanges, the notes of a long-lived brand campaign, and a strong new message of consumer inclusivity.


A favorite group-based Halloween costume we expect will continue its popularity in the 2023 holiday season is M&Ms. The popularity of M&M commercials and the individual personalities of each candy’s color make this a recognizable and easily exceptional costume, especially for larger groups of friends. What our brand experts find so admirable about this costume choice is the longevity of the M&M character campaign. Mars Candy debuted the famous M&M personalities back in 1954, and they have only grown in popularity. Consumers love the ever-changing campaigns that showcase the unique attitudes of the sassy Ms. Green, wise Ms. Brown, and the forever lovable goofy duo of Mr. Yellow and Mr. Red. A noteworthy call out of this advertising campaign is that as the character cast has grown over the years, each represents unique flavors that have entered the market. For example, Ms. Brown was introduced to the world at the 2012 Super Bowl and meant to represent new caramel candies, while the classic Mr. Yellow’s signature oblong shape promotes the original peanut varieties.

For our bald-headed friends and compulsive cleaners, the brand mascots of Mr. Clean Magic Eraser and Brawny Paper Towel Lumberjack have grown to be popular costume choices. This character-based costume is not only a reinforcement for both the popular Proctor & Gamble and Georgia-Pacific brands, but it also emphasizes the notoriety of brand packaging. The magic, no pun intended, of this costume is that the characters you may find roaming the streets of Halloween night are direct replicas of the product packaging one would find on store shelves. This creates a strong visual connection between the holiday experience and your next shopping trip. That cute lumberjack that caught your eye on Halloween night? Next time you’re in the grocery don’t miss your chance to take him home.

If there’s one thing we know about Halloween, it’s the amount of influence pop culture and recent news headlines will play. One costume we’re looking forward to seeing interpretations of is the death of Twitter and resurgence as X. Social media platforms as costumes have been a trendy choice in recent years, but we expect there will be much more commentary and spoof representations of the 2023 platforms. The removal of Vine as a platform certainly captured a lot of attention around the holiday season with hybrid social media and zombie costumes. Time will tell whether emerging platforms like BeReal or X will make the cut into group costumes this year.

Last but certainly not least, we can’t forget the iconic characters that define America’s quintessential fast food fix: Ronald McDonald. In years past we have seen adoration with the McDonald’s Hamburglar and Ronald McDonald mascot, but 2023 has been the year of Grimace. After a surge in marketing activity and specialty menu items to celebrate Grimace’s birthday this past summer, we expect the iconic purple to make an appearance in 2023. This all comes as an initiative for multi-audience appeal. McDonald’s Hamburglar and Grimace characters reached peak popularity in the ‘70s and ‘80s, so new campaigns are geared at bringing a sense of nostalgia from older generations and creating a brand new introduction to Gen Z consumers. Halloween is sure to be the cherry on top of the Grimace’s specialty milkshake to further their brand awareness campaign.


Ultimately, whether you’re excited about tricks or treats this Halloween, there’s no doubt you’ll be met with brand campaign campaigns in disguise. 

We’ve all been there – eagerly searching the internet for that piece of information we just can’t do without, only to encounter that dreaded message: “404 – Page Not Found.” It’s like hitting a brick wall in the digital world, right? But here’s the good news: a 404 error page is more than just a dead-end; it’s an opportunity for your brand to showcase its playful, fun, and creative side.

What’s a 404 Page, Anyway?

Before we dive into the whimsical world of fun 404 error pages, let’s get the basics straight. A 404 error page is a response code served by a web server when a user requests a web page that can’t be found. This can happen for various reasons, such as a broken link, a mistyped URL, or a deleted page. In essence, a 404 error page is like the “Sorry, wrong number” of the web world.

Key Elements of a 404 Page

A great 404 error page should do more than just apologize for the inconvenience. It should reflect your brand’s personality, engage the user, and steer them back on track. Here are some key elements to include:

  • A Friendly Apology: Start with a warm, friendly apology for the inconvenience.
  • Clear Navigation: Provide easy-to-find navigation options to help users find what they were looking for.
  • Search Bar: Include a search bar to help users look for specific content.
  • Contact Information: Add contact details or links to customer support for assistance.
  • Branding: Ensure that the page design is consistent with your brand’s visual identity.
  • Humor and Creativity: Inject some fun, humor, or creativity into the design or content to make users smile.

10 Examples of Fun and Creative 404 Pages

Now, let’s take a look at 10 examples of 404 error pages that have nailed the art of infusing brand personality into a potentially frustrating situation:

  • Lego: True to their playful spirit, Lego offers a whimsical 404 page that features a construction worker diligently fixing the missing page.


  • Mailchimp: The folks at Mailchimp turn their mascot into a detective, ready to solve the mystery of the missing page.


  • IMDb: IMDb’s 404 page features a different quote every time you refresh the page, altering classic movie quotes to apply to your missing page.


  • Hootsuite: Hootsuite’s owl mascot consoles users while suggesting alternative ways to find what they need.


  • HubSpot: They offer a cute 404 page with a graphic of a broken heart, a love-themed message, and lots of information on how to continue your journey.


  • NPR: National Public Radio offers links to find what you’re looking for, with a clever segue to some of their articles with the message, “stick around to browse through NPR stories about lost people, places and things that still haven’t turned up.”


  • Pinterest: Pinterest’s 404 page automatically redirects users to their “Ideas” landing page, allowing users to explore all that Pinterest has to offer.


  • NFL: The NFL throws a flag on the play to represent your lost page.


  • Pixar: Pixar incorporates their well-known movie characters and movie references into their 404 page.


  • Figma: Staying true to their design roots, Figma displays an interactive 404 graphic that allows the user to design their own 404 page.


Your 404 error page is more than just a dead-end; it’s a golden opportunity to leave a lasting, positive impression on your website visitors. So, why not have a little fun with it? Inject some personality, humor, or creativity, and turn that frustrating moment into a delightful one. After all, a little laughter can go a long way in making a user’s day better.