Work

Icomera

Services

Brand strategy
Visual identity
Brand narrative & film
Website design & UX
Brand guidelines and templates

Expertise

Go-to-market strategy
Content ecosystems
Sales enablement
Internal Comms

Evolving a global connectivity brand beyond Wi-Fi

The challenge

Icomera is the world leader in rail connectivity, trusted by operators around the world for delivering reliable onboard connectivity and digital services.

As the business expanded its portfolio beyond connectivity into a broader range of onboard systems, software and services, there was an opportunity to ensure the brand reflected the full breadth of its capabilities and expertise. The challenge was not reinvention, but evolution: building on a strong market position while creating a clearer and more consistent way to communicate what Icomera delivers today.

Brand Film

Our approach

We started with deep stakeholder immersion across regions and functions, understanding how Icomera was experienced inside the business and perceived outside it. The picture that emerged was consistent: a highly respected market leader with a wide range of capabilities that could benefit from a more unified narrative framework.

The Three I’s already existed: Ingenuity, Intelligence and Inspiration. Our role was to develop them into a more practical brand framework capable of guiding narrative and communication across marketing, sales and internal communications.

On the visual side, we worked within existing brand guardrails and took an evolutionary approach, using typography, hierarchy, layout and reduction to create a more distinctive, confident system without disrupting recognition or credibility.

Everything was built for use, not just launch.

Creative

What we delivered

Brand strategy & narrative

The core of the project was refining how Icomera tells its story. We refined the Three I’s from abstract descriptors into an owned, evidenceable narrative framework for communicating Icomera’s capabilities, expertise and long-term value to customers.

The resulting narrative gave marketing a clear framework, gave sales a structure for more complex conversations, and gave the wider business a single reference point. It articulated not just what Icomera does, but why that matters in a rail market that keeps changing.

This wasn’t a rebrand. It was a step-change in confidence. Within existing parameters, we built a bolder design system around typography as a primary device, with stronger hierarchy and full-bleed composition throughout.

New graphic assets expressed networks, flow and connection in an ownable way, deliberately avoiding the generic technology tropes that make most B2B brands look the same. The result feels unmistakably Icomera, while being more distinctive and scalable across digital, sales and event environments.

Bringing the Three I’s to life

A brand framework is only as useful as its application. So we designed a repeatable content logic that demonstrated the Three I’s through real-world proof: customer stories, data-led narratives, and use cases..

The framework was built to flex. Regional teams can localise content while the overarching story stays consistent. Ingenuity, Intelligence and Inspiration became practical tools, not brand wallpaper.

We re-imagined the website as the primary expression of Icomera’s brand, capabilities and expertise. The Three I’s became structural signposts for different buyer needs, helping visitors navigate Icomera’s offer.

Typography, imagery and motion were brought together to create a clearer sense of hierarchy and flow, helping visitors better understand the breadth of Icomera’s capabilities and solutions. The result is a digital experience built to inform, persuade and prove.

To make adoption fast and consistency easy, we delivered a comprehensive suite of day-to-day assets: brand and motion film, sales and marketing templates, social and presentation tools, event and internal communications collateral.

All of it built to be flexible, easy to deploy and scalable across regions and teams, so the refreshed brand could be activated quickly and stay consistent over time.

Go-to-market alignment with sales

Brand work that doesn’t connect to how a business sells isn’t finished. We worked with Icomera’s sales team to translate the Three I’s into use cases and proof points that support their sales.

Some of this is ongoing. But the foundations are in place: a brand framework designed to support go-to-market execution, not sit at a distance from it.

Kind Words

Working with Somersault helped us develop a clearer and more consistent expression of the Icomera brand. Their ability to engage stakeholders across the business, combined with the quality of the creative assets and video content produced, helped create a foundation that continues to support communications across multiple audiences and channels.

Icomera
Paul Barnes, CMO

The results

Icomera now has a clearer and more consistent framework for communicating its capabilities across markets, audiences and channels.

The Three I’s work as a practical framework, supporting sales enablement, shaping marketing activity and aligning the business internally, and the evolved visual identity delivers greater distinctiveness.

Most importantly, the brand works as a system. Adaptable by region. Resilient to market change. Built for the next phase of growth.

Next Project

Turning complex cloud-native tech into content that drives the buyer journey.

Mavenir

Brand / Storytelling