Wi-Fight It?
The Complexity
The enterprise networking category was selling infrastructure, but few were selling what infrastructure made possible.
Extreme Networks acquired Enterasys to become the largest company focused on Ethernet switching and the third largest connectivity company in the world behind Cisco and HP. WiFi went from an infrastructure element to a necessity. The world had reshaped itself around mobile devices and social media, but the category was lagging behind.
The Idea
We repositioned and rebranded Extreme Networks around what connectivity had become. We brought in Tank Design to build an identity that embedded the story directly into the logo. The E and N of Extreme Networks share space in a single icon alongside a social bubble, a tablet, and a smartphone. Everything the brand stood for was built directly into the symbol itself.
We created a campaign to give the brand a voice as distinctive as the identity. WiFight It took the universal frustration of bad WiFi and turned it into a celebration of what a great connection made possible, in a way the category had never tried before.
The Outcome
Extreme Networks grew from $300 million to $1.85 billion.
- Brand Strategy
- Creative Direction
- Creative Strategy
- Social Strategy
- Campaign Ideation
- Campaign Development
- Video Production
- Tank - ID