Tremor Video created eQ, a proprietary score measuring ad resonance, and paired it with clear storytelling, data visualization, and robust tools to bring it to market.
EQ by
Tremor Video
Brand Identity, Graphic Design, UX Design
EQ Branding is a strategic identity framework rooted in data, insight, and emotional intelligence. Originally developed at Tremor Video to measure the effectiveness of video ad campaigns, the “eQ” score quantified engagement through key metrics like viewability, player size, and completion rate. Firehill worked alongside Cody Dennison—one of the creators of the original eQ system—to evolve that thinking into a modern branding methodology.
Our focus was on transforming a performance metric into a brand philosophy: one that helps organizations align internal purpose with external expression. The result is a system that treats brand identity not as decoration, but as measurable resonance. We developed a tone, visual structure, and narrative framework that reflect this shift from analytics to authenticity.
The EQ Branding identity features sharp, minimal design, supported by thoughtful typographic choices and a restrained palette that reflects clarity and focus. Visual elements were created to echo the precision of data while still leaving room for human connection. We also developed supporting materials to communicate the framework’s philosophy and applications—from brand strategy decks to marketing collateral.
The final product is a smart, scalable identity system that captures EQ’s transformation from ad-tech legacy to forward-thinking brand practice—bridging the gap between logic and intuition.
