Case Studies

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Challenge ~ Spirent is a more than half billion dollar global telecommunications company specializing in performance analysis and service assurance solutions for next generation applications and networks. Their broad range of solutions encompass testing and monitoring voice, video, and data applications with new network devices before they are deployed.

Like many companies of its size, Spirent is a product of numerous mergers and acquisitions. Upon reaching a critical mass, it became apparent that the company was still operating as a collection of silos and needed to better take advantage of efficiencies inherent to large organizations. Spirent restructured and asked RainCastle to create a cohesive Spirent brand identity presenting a single voice supporting the new, efficient and invigorated organization.

Solution and Results~ RainCastle began the engagement by conducting a thorough audit of online and offline communications and presented a report to Spirent with recommendations of how to:

• Improve cohesiveness of messaging and visual design
• reduce duplication
• reduce production costs and inefficiencies
• establish easy-to-use standards that everyone could follow
• establish a sensible hierarchical communications program

Subsequently, RainCastle spoke to company leaders and teams from every business unit across the globe. Spirent had already conducted extensive customer and market research so RainCastle cross-referenced our conversations with company leaders with important customer perspectives. Analyzing the two sets of data, we extrapolated a common view of Spirent's brand position, and presented a selection of options for how to bring life to the brand. These included both messages and visual design systems.

Once the new visual design system was approved, RainCastle executed a new corporate web site, complete collateral system, online and traditional advertising templates and a comprehensive Graphic Standards Guidelines, which enabled employees worldwide to maintain a cohesive branded design system.

The brand and web site launched in March of '06. Qualitatively, the entire organization is now unified in their go-to-market message and it's visual representation. With the help of the Graphic Standards Guidelines, the brand now speaks in one voice and is being reinforced at all customer touch points.