Conversion shifts marketers from the broken 20th-century Brand Advertising paradigm to what it calls the 21st-century Brand Publishing model in order to reduce clients’ reliance on traditional paid media, create greater engagement with consumer audiences and ultimately drive conversion and revenue.

Oxygen was asked to develop a brand identity for this new agency with a new compensation model. Using a “hedging” strategy, the company’s compensation is partially based on its success of outcome for its clients. Oxygen began the branding process by developing the agency name, Conversion, and secured its URL, driveconversion.com. Wanting to articulate the agency’s process of leveraging the web’s inherent targetability, scalability, interactivity, connectivity and, ultimately, its measurability to guide its strategies, mathematical imagery was chosen to reinforce the heart of how it determines measurable outcomes. The use of arithmetic symbols throughout the brand identity continually reinforces the science involved.