Xtera Communications

Global re-brand delivered seamlessly without stepping out the door

Xtera is a global telecoms business with headquarters in the USA and offices
in Europe and Asia. After an aggressive acquisition strategy they faced a mammoth
task to unite diverse brands and products into a coherent whole. Products ranged
from subsea terminal equipment to WAN routers with markets and customers
worldwide from international corporations to small office users. To give the company
a sound base from which to sell their products a strong brand image and message
was required.

The redPepper team was given the awesome task of managing the re-branding and merging of websites from all the acquired companies – a job that was just down our street despite the thousands of miles that separated us from our client. From start to finish teleconferencing was the only viable form of arranging team meetings to scope, estimate, implement, deliver and review the project – we never met our client face-to-face.

The starting point was a complete audit of the diverse websites that formed part of the new Xtera. This showed us just how daunting the task would be to unify the content in a consistent form and create an overarching message that tied the company together and gave customers a compelling reason to believe in their new found strength. Our copywriter worked late into the night for many weeks interviewing the Product Line Managers and delving in to the technical depths of each product. The resulting words set the tone for the brand development which was to incorporate a sophisticated choice of colour pallet, fonts and imagery that moved the company from a ‘new kid on the block’ to an air of the established and respected. Working alongside a very talented design company, the redPepper team managed the entire project from sitemap planning through copy, design, optimisation and launch to deliver, on time and on budget, the right solution.

www.xtera.com