CAAF
Ad fraud's newest adversary
CAAF is the Coalition Against Ad Fraud. As its name suggests, the initiative started by Adjust (but now independent) is a member-supported organization dedicated to eradicating ad-fraud in the app economy. By using cutting-edge technology, developing global standards, and gaining support from market participants across the app ecosystem, CAAF aims to attack mobile ad-fraud at its source.
We needed to put together an initial brand identity that reflected the serious nature of the subject, as well as its tech edge. To give fraudsters something to fear, CAAF needed to look strong, professional and dedicated to its cause. This is a first version of the branding.
Disciplines
Art direction
Brand identity
Web design
Year
2020
Logo
Coalition + Defense
CAAF’s logo was born of the idea of the coalition, illustrated by the tightly wound four parts that make up the unified shape. This coalition protects people from fraud, so the negative space shows a shield to convey that. The blue gradient was chosen to represent something both secure and calming, while giving a nod to the classic “internet blue”.
The logotype is a strong, facing font that shows strength and poise, and uses a stacked style to show the CAAF initials vertically.
Typography
The font choice
The focus of the company being a serious issue, the general direction needed to be serious and professional.
Mark Pro is the font family that was chosen across the board for its reliable, recognizable style, as well as its classic sans-serif legibility. It's still current and energetic, but remains a safe and grounded font that fits a serious coalition aiming at pushing legislation.
Colors
Solid blues
A nice set of blues was chosen to represent the coalition, based on their quality of appearing calm yet secure. A nice combination of deep dark blue and lighter highlights and shades gave it just the right depth, as well as a nice gradient to act as occasional background and breaker throughout the material.
Website
Get the message across
Since CAAF deals with a serious topic and doesn't only target young tech-oriented people, the website had for mission to get the message across in a simple, recognizable way.
It uses a classic layout that emphasizes explaining the mission and objectives, with a hint of credentials and support. The idea for using photos came from the mission: helping people stay safe online. We wanted to show humans to connect to the objective.
Visual elements punctual the website and all material, like the logo shape outline that comes back through it all, to reinforce brand recognition in a subtle way.
Oh hey! Nice to have you here.
I can bring your project to life ✨
I hope you're having a nice day!
Let's work together 🪄