Federated Wireless – Creating a Bold New Vision and Brand Identity

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.