Vyas Giannetti Creative (VGC), through a strategic rebranding process, helped Lemma shed its old skin and emerge as a leader in programmatic omnichannel solutions. This involved a deep dive into Lemma's ecosystem – its market, target audience, and competitive landscape. Armed with insights gleaned from interviews and workshops with key stakeholders, VGC repositioned Lemma as a frontrunner in a rapidly evolving space.

But VGC's work went beyond mere positioning. They also facilitated Lemma's process of self-discovery. Extensive workshops unearthed the brand's core characteristics – its personality, archetype, values, and even its work culture. These elements became the building blocks for a well-defined and well-articulated brand identity.

VGC's visual identity for Lemma is a vibrant reflection of the ad-tech industry, drawing inspiration from the RGB digital spectrum. The colour scheme captures the field's dynamic and sometimes chaotic nature, while the minimal yet bold typography underscores Lemma's forward-thinking approach.

The rebrand extends beyond the visual. the team, recognising the importance of a cohesive brand experience, even structured Lemma's product portfolio as a "Monolithic architecture system," further solidifying the brand's math-inspired theme.