Understanding the market the company is in proved that the concept is both unique yet highly complex to communicate. Customers generally put VISAVI in the "dashboard" box - which is like saying a Tesla is just like any other car since Ford´s Model T.
The company needed clarity. Both internally and externally.
The brand strategy was recreated, new positioning developed and, as a consequence, a completely new brand architecture was designed.
This work is still ongoing and we are currently in the process of implementing the brand strategy internally and externally as well as repositioning the company globally.
Some of the tactical results are the recently launched revised identity and new website for the brand.