Building an extraordinary brand from scratch: Ari Yablok, Island

The Changemakers

Ari Yablok is the Head of Brand at Island, the Enterprise Browser. If that sounds like a pretty simple description of what Island does, then there’s a very deliberate reason for that. And it’s a reason that has seen Dave fall completely in love with the brand strategy, identity, narrative and messaging that Ari has created for this Israeli startup that is going global pretty rapidly.
Everything about Island exudes simplicity. The idea behind the product. The product itself. The experience of using it. The problem it solves. It’s easy, clear and stress-free. And this is all reflected perfectly in the simple, clean, zen-like brand experience that it’s all wrapped up in, and which entices you with its beautifully uncomplicated and supremely confident attitude.
But don’t think for a second that the process of developing it was simple. It took a serious investment of strategic work, along with a heavy dose of boldness from Island’s founders to choose a path so unlike any other company in their space.
Dave has been a long-time fan and admirer, both of Island and of Ari’s approach to crafting strategic narratives, end-to-end messaging and brand identities for tech companies in general - which he did for 50+ firms during his previous role at the B2B agency Atreo.
So join us for another episode of fanboying as he chats with Ari on:

• the story of Island’s brand development, from first conversation to now
• the thinking behind its distinctive ethos and visual identity
• how he and the Island team bring it to life in a differentiated way at live events
• the challenge of evolving the brand as the company evolves
• the role of Island’s founders in the whole process

This is more than a story about an interesting brand. It’s an inspirational journey into the magic that happens when visionary founders and brand experts team up before a company has even launched, and build the brand alongside the product.
Find out more about Island here, and follow Ari’s work on LinkedIn at www.linkedin.com/in/ariyablok.

Send us a message if you enjoyed this episode

If you enjoy the chats then there are more ways to quench your thirst for creative inspiration in the world of B2B tech.
👉 Watch episodes on YouTube
👉 Follow us on LinkedIn for regular snippets in your feed
👉 Visit our website for more in-depth thinking on topics
👉 Subscribe to Beyond our monthly collection of insight, opinion and inspiration
And finally please rate our podcast on Apple if you enjoyed it!
✌️