Motto
MOTTO® TWENTY YEARS OF IDEAS

(Parasail)

Idea worth Rallying Around®

(12/20)

“Powering Connection”

VISION

Today’s consumers expect seamless, authentic experiences across every channel, yet most platforms leave brands stuck in silos, weighed down by fragmentation. Parasail envisions a future where marketing feels elevated—fluid, human, and connected—where every touchpoint is an opportunity to deepen trust and spark loyalty.

Parasail was created to explore a rebrand and rename for Listrak, a leading marketing automation platform helping retailers and brands build stronger customer relationships. The original aim was to reposition Listrak away from the perception of being a traditional, email-first provider and toward a modern engagement platform built for a new generation of marketing leaders.

STRATEGY

Parasail’s strategy centers on leading with connection: unifying data, channels, and creative execution into one seamless platform—serious enough for scale but fresh enough to resonate with younger marketers who want tools that keep pace with their ambition. The name concept reflects this lift: just as a parasail harnesses energy to carry someone higher, the brand exists to give companies the clarity and momentum they need to reach new heights with their customers.

BIG IDEA

We developed the Idea Worth Rallying Around®: Powering Connection. It captures the brand’s reason for being: to power the relationships that matter most, whether that’s between brands and customers, insight and action, or vision and execution. For internal teams, “Powering Connection” became a call to action—reminding everyone that their work is about creating impact and elevating outcomes, not just building features. For clients, it signals that Parasail is the lift behind stronger engagement and smarter growth, giving them the confidence to connect more authentically with their audiences. It’s simple and directional—setting Parasail apart as a brand that carries marketing into the future. We ultimately decided not to move forward with the name change to Parasail, but the strategy and identity work we developed became a catalyst for Listrak’s brand evolution, guiding the company toward a more modern expression of its value.

Idea People®

  • Ashleigh Hansberger
  • Sunny Bonnell
  • Nicole Souza
  • Rachel Davies
  • Nathan Holloway
  • Andrew Last
  • Harry Bearhope
  • Beth Coyle
  • Brent Shroyer
  • Ross Kramer