branding
Syniverse serves Global 2000 businesses with mobile messaging, networking, and data technology. I guided brand consistency across digital and physical touch-points, while maturing the company's identity and design throughout every step of our customer journey.
Primary research: We held a multi-day workshop and collected 250+ Qualtrics surveys from potential and existing customers. Some key findings emerged around gaps and pain points for our differentiated customer base. What was the result? A $10 million investment from leadership to solve these customer challenges.
My content partner and I led the work to rebuild our website. In collaboration with different teams, we conducted a homepage evaluation, we compiled essential components and rooted our story in our solution pillars: 1) Networking 2) Messaging 3) Transactions and executed multiple design iterations. From there, we designed copy templates, and led a workflow to create 30+ new content pages in two months. What was the result? $300 million in marketing qualified leads from the website in 2020.
Iteration and refinement sits at the core of this project. Through collaboration with different teams we evolved the proposal with a deliberate approach to align strategy, brand and metrics to meet our customers needs. At the time when this proposal was executed, a key component was to build brand awareness by means of a clearer messaging and brand language. The glyphs become protagonists of the brand story as containers of larger narratives of connectivity and engagement expressed in the imagery .
CONNECT PROPOSAL. A consistent grid as an underlying structure ensures an harmonious flow of copy, graphics and imagery.
REIMAGINE PROPOSAL. The image is built by an animated grid of glyphs that reveal the image, illustrative of the endless possibilities on how customers connect through Syniverse.
Video that integrates brand elements into evoking landscapes that transport the visitor into a territory to be discovered and experienced. It also articulates success stories inviting the audience to reimagine business thanks to Syniverse services. The video is complimentary to the large installation I designed for this big event. On it, brand patterns such as glyphs, photography and motion, articulate in contrast with the bold colors of the booth.
Syniverse provides software and services through communication platforms and IoT that connect more than 7 bn devices and customers. This set of visualizations make use of the brand patterns as representation of data, communication and engagement. We use real people in neutral hues and tones, while the glyphs are somehow integrated to both the background and foreground and gradually gain emphasis, infusing the image with dynamism and organicity.
