Work

Creating a bold new vision and brand identity

Shared spectrum leader prepares for future with new brand strategy and identity.

Client

Federated Wireless

Services

Brand Identity Design, Brand Strategy, Campaign Strategy, Web Development

Working with Brighttail has been a game changer[…]Their work on our company rebrand was phenomenal, and we’ve received tons of positive feedback on our new identity from customers, employees and media.

At a glance

Founded in 2012, Federated Wireless is the market leader in shared spectrum. The company pioneered the development and commercialization of CBRS technology, empowering innovators across industries to deploy and manage private 5G networks to support new IoT use cases and connect people and businesses to the future.

The challenge

After nearly a decade of pioneering the technology and commercialization of shared spectrum for 5G private networks, Federated Wireless found itself in head-to-head competition with a global brand leader (Google). The company needed a stronger brand to protect its position as the market leader, communicate its vision for CBRS technology, and support the evolution of its product roadmap beyond this flagship technology.

Our strategy
and work

Great strategy is built on a bedrock of data. We began with an in-depth discovery process gathering brand perceptions and business insights from Federated Wireless executives, partners, customers and employees. Common themes emerged around the company’s vision, mission and values—giving us a clear understanding of what defines Federated Wireless and the transformational power of its technology. From there, we were able to architect a bold, new brand platform and visual identity system that uniquely captures what makes Federated Wireless special.

Drawing inspiration from technical illustrations of heterogenous networks, the new logo is accentuated by a circle element that simultaneously represents coverage and evokes how Federated Wireless helps its customers overcome obstacles. A gradient overlay is added to the beginning of the letter “w” to create depth and suggest the starting point of customer journeys.

Simple and powerful, the new visual identity system employs a system of overlapping circles to evoke the enhanced coverage Federated Wireless enables and tell the story of how the company empowers customers to connect their industries to the future.

Launching a new brand is an exciting, once-in-a-lifetime opportunity for many marketing teams. We partnered closely with Federated Wireless at every step of the journey—from stakeholder review to internal rollout and finally external launch—to ensure the project’s success.

Along the way, we brought the new brand to life through an employee brand kit, environmental branding, new website, brand video, and a digital brand campaign. We continue to work closely with the Federated Wireless team to extend its new brand across campaigns and touchpoints.

Working with Brighttail has been a game changer. They have helped us transform our marketing organization into a data-driven, digitally savvy demand generation engine. They are quick, responsive, and eminently congenial, always willing to go the extra mile to ensure their customer’s success. Their work on our company rebrand was phenomenal, and we’ve received tons of positive feedback on our new identity from customers, employees and media. I cannot overstate their value as a business partner.

Zabrina Doerck

VP Marketing

Marketing Strategy

Matthew Lewsadder

Demand Gen

Ezrul Mehzas

Brand Development

Seneca, Mark Jensen

Creative Design

Yan Xin Tan

Web Experience

Allison Beh, Janvi Reddy

Digital Marketing

Yi Qian Tan