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Alight Media reveals new brand proposition and identity

19 April 2023

Alight Media has revealed a new brand proposition ‘Positively different out-of-home’, alongside a refreshed logo and brand identity.

As the fastest-growing out-of-home media owner in the UK, Alight has grown by making a positive difference to the industry, with an offer focused on building stronger connections with communities out-of-home. Its vision for the future is to continue to develop inclusive out-of-home, built on positive connections.

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Alight has focused on several positively different pillars including the way it develops and maintains its sites, having sustainability in mind right from the start, and its focus on helping advertisers to engage new audiences where and how they live and work now.

Alight now offers advertisers’ incremental audiences in every region, creating a new and unique national out-of-home portfolio. Its out-of-home sites deliver over 650m monthly impressions to reach over half of all adults in 146 towns. In the latest Route release, out-of-home’s measurement and trading currency, Alight was shown to be the market leader in digital billboard growth.

“When we founded Alight our aim was to work with our client and agency partners to challenge for a brighter out-of-home. Over the last three years we’ve taken nothing for granted and we’ve always looked for ways to improve our products, our practices, and our relationships.

Our new brand will play a critical role in representing how we’ve evolved as a team, our growth, and our ambition for the future. It will also keep challenging us to make a positive difference to the UK media market.”

Alight Media CEO, Matthew Dearden

Alight partnered with Human After All, a team of brand and communication experts, to lead the project. Human After All has worked with clients including Meta, HBO, the energy saving trust and Climate Group.

The new logo has evolved the Alight flame icon with two flame shapes connecting from the base of a pin icon to signify the importance of place out-of-home. This connection of different elements echoes aspects of Alight’s brand strategy: building connections with communities out-of-home.

The new brand identity further brings a feeling of light to life, through a vibrant colour palette inspired by gradients denoting different times of day and bespoke street photography from Alight towns across the country.

About Alight Media – Positively different out-of-home

Alight Media is the fastest growing UK out-of-home media owner, with a vision to develop inclusive out-of-home, built on positive connections. We offer advertisers opportunities to engage incremental audiences in every region, through our national OOH portfolio. We help advertisers reach over half of UK adults in 146 towns across the UK through digital billboards and digital and classic six-sheet posters.

In our first year of entering we were recognised by the Best Companies scheme and named a Top 100 Best Small company to work for in the UK, a Top 30 Best Small Company to work for in London and a Top 30 Media and marketing business. We’re also listed in Campaign’s top 100 Best Places to work – a top accolade within the advertising industry.