JDSU was a respected Silicon Valley elder. With over 90 years of history, the company had enjoyed a meteoric rise through the first dot com boom before falling to industry infamy when the market crashed.
By the time JDSU came to Lippincott in 2014, they had quietly risen from the ashes, earning back customer respect as well as leadership in key markets. Faced with a brand architecture that was too broad, the company needed help refocusing its brand strategy to continue to attract investors.
We helped JDSU split into two leading technology brands: one of which would inherit the company’s legacy Network and Service Enablement (NSE) business and the other which incorporated optical communications and commercial lasers. Both brands required distinct yet complementary positioning, names, and logos.
To continue to survive in its environment, the business needed to become more adaptive, agile and future-focused. A new positioning was created, “turning complexity into visibility and actionable insight.”It spoke to the company’s ability to provide holistic solutions and increase profitability throughout the business lifecycle.
The new brand name – Viavi – was derived from via, meaning “way” and vi, suggesting “vision.”It was created to resonate with customers globally while embodying what the brand offered.
We built a logo and visual system that translated the brand’s personality into visual cues. Within the logo, dynamic shapes align to reveal the Viavi name. Their interplay echoes the company’s ability to transform complex data into actionable insight. A bold, rich purple builds on existing product equity while further differentiating the brand from its competition.
To introduce employees to the new Viavi, we created a printed brand and culture book that captured the sentiment, tone, design and cultural traits of the new company. Its uniquely designed pages come together under a superhero narrative. Visual puzzles are interwoven within the content, requiring readers to solve the puzzle to reveal the final story.
Our work set the stage for an internal transformation. The new positioning allowed Viavi’s CMO to tell the story of change in a compelling way. The new design inspires employees, exciting them by the brand’s potential and empowering them to deliver on its purpose.