Work / PCCW Global

Rebranding a Global Technology Business.

PCCW Global is a leading telecommunications provider, offering the latest voice and data solutions to multi-national enterprises and communication service providers. Including Console Connect. a flagship product and platform. Their truly global coverage combined with local, on the ground knowledge has helped build best in class connections across the globe linking: Asia, Europe, the Americas, the Middle East and Africa.

animation brand design global technology

The challenge.

On the back of a successful two year partnership PCCW engaged Somersault to plan and create a new brand and product visual identity to support their marquee product offering, Console Connect. In a market dominated by telecommunications imagery and speak, this was a unique opportunity to support the company’s transition to a more contemporary, technology positioning.

The work.

We worked with the Console Connect and PCCW Global Marketing team to define and develop a radically different new visual identity system.

We engaged with stakeholders from across the globe, leading strategic workshops with the Sales and in-house Design team in Australia, alongside the UK based Marketing team representing the voices of colleagues in Asia. Somersault's in house Creative and Design experts shared five different territories of before landing upon the preferred route of ‘effortless connections’. 

Capturing the simplicity and reducing complexity of the organisation's unique products and services. Confident, visually resolute. Calm or strong, solid or connected, simple or entwined. A series of beautifully crafted, artistic lines, characters and icons working together to demonstrate the effortless experience enjoyed by customers across the world.

With user friendly templates that can be tailored to the local insights and needs of each global market and decision maker persona:

Somersault created a 'playbook' and set of brand visual identity guidelines informing the direction of the new visual identity that we then converted into a suite of cutting edge content and assets across the business.

The outcome.

The brand has been re-invigorated and is sending shockwaves across the sector. During the second half of 2020 Somersault are working closely with the PCCW and Console Connect team to develop and rollout the newly designed brand visual identity across the business. Assets and content that has been delivered so far includes:

  • animated hero films that take pride of place on the website homepage to drive engagement and conversion
  • animated social media assets that cut through decision maker timelines to share news and announcements
  • online banner adverts
  • email templates
  • interactive data sheets and brochures
  • powerpoint presentation templates
  • word document templates
  • new website

To date the business has experienced improved business performance with an uplift in new customers and EBITDA. More rebrand activities will follow in 2021.

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