Anuvu was once Global Eagle – one of the biggest names in maritime and aviation connectivity. But with 15 brands under one roof, it was struggling with its identity.
It needed a new name, a new ethos, and a new vision for the future. So we started from the ground up, taking a holistic approach to deliver a new brand that would transform the entire business.
Business strategy, brand position, naming, brand identity, launch, merch, you name it.
Having worked on one of Global Eagle’s new brands, IRIS, it was clear that the business disliked their current company branding. But rather than doing anything about it, they simply tried to avoid using it where possible.
Further digging on our part found a lot of bad feeling around the brand from employees at every level of the organisation. The name Global Eagle was cold and corporate – reflecting how employees and clients alike felt about the business.
Rather than simply play down their brand, we challenged them to think differently, be bold, and create a completely new brand that the whole business could unite around.
Creating a new vision and brand identity meant starting from scratch. We undertook extensive competitor analysis, identifying ways the new brand could stand out from the crowd in a competitive marketplace.
We did away with the blue colour palette so often found in this industry, replacing it with a vibrant peach to set the brand apart.
We also looked internally, running huge research sessions with everyone from salespeople to engineers, CEOs to marketing teams, to find out what worked about the brand and the business – and what didn’t.
What we found was a mess of confusing product ranges and names, with no clear overarching direction. That’s what inspired us to create Anuvu – a new vision under a dynamic new name. It bridged the worlds of entertainment, connectivity and engineering, while ensuring each part of the businesses was properly defined.
From providing in-flight entertainment, to operating satellites, to connecting ships thousands of miles out to sea, Anuvu’s product and service offering is vast and varied. It’s no wonder it struggled for a clear brand identity.
But our strategic approach to rebranding has delivered a dynamic, forward-thinking new brand, while reinvigorating the business at every level. Staff loved the new name and brand approach – it brought people and teams together under a clear, unified vision for the future.
And not only that, but our measured brand relaunch showed clients that Anuvu is the right partner to take them forward in an ever-changing, ever-advancing industry.