The Airbnb of media buying, Helio represents a new dawn in marketing: a revolutionary media platform that simplifies the process of buying advertising space. They provide greater choice of media locations, target audience and rates, with the exceptional convenience of online booking. Never before in Australia have businesses had this kind of direct access to mixed inventory across the country. We were engaged to elevate the existing parent branding, which we did by playing in the territory of tech innovation. The biggest challenge was demystifying the complexities of the media landscape and the buying process. We achieved this by creating a unique sub identity and graphical language for each market segment, including distinct colour ways and iconography.