A LINE helps imagine the modern TV advertising solution for brands, agencies, and publishers. Tatari is building the infrastructure to modernize TV advertising for Brands, Agencies, and Publishers. Tatari partnered with global creative partner A LINE to create a digital experience that supports their ambitious growth plans.

Tatari has turned TV advertising into a digital-like experience through the development of powerful AI-driven measurement and buying tools built to give TV marketers a competitive edge. Working with brands such as Calm, Glossier, Fiverr, and Fabletics, Tatari is building the infrastructure of modern TV advertising. Since launching 7 years ago, Tataris core product focus and audience profile had changed dramatically. In considering their future roadmap and growth ambitions it was clear they needed to update their strategic offering and digital brand experience.

Off the back of a long-term creative partnership stretching back to 2017, when A LINE was brought in to create Tataris original brand identity, Tatari again approached the SF-based agency. After examining the existing product architecture and naming to understand the evolution needed for future business requirements, A LINE worked with the Tatari team to establish the three primary audiences as brands, agencies, and publishers. The A LINE team then explored potential supporting architectures and naming structures before settling on a simple endorsed brand structure.

With a deep dive into the existing site informing key user journeys, user flows were prototyped that supported each of the primary audiences' route through the site, including the supporting content needed to drive high-quality MQLs. The task for UI was to establish an updated visual system that could bridge the gap between new and existing pages while staying within the existing brand identity. The goal was twofold. Simplify all page elements to drive consistency, and introduce brand-led animations to create audience engagement.

New hero messaging was implemented across the site, with updated value props and RTBs for brand, agency, and publisher audiences created based on Tataris existing tone of voice principles. Animation was used for all key brand storytelling moments, with videos created for each of the key audiences. Objectives were to showcase clients such as Nutrafol, Calm, Glossier, and Truebill while continuing to build the Tatari brand. A LINE landed on a bold, typographical-driven design language that felt unique and ownable while also communicating Tataris platform benefits without the need for complex visual metaphors.

The new website launched in Q2 2023 at www.tatari.tv. The A LINE team is thrilled to see the work go live.