Unifying a brand with design systems.
Cradlepoint provides rugged and dependable hardware, connecting the world from Starbucks to Fire Departments. They enlisted us to humanize their brand and design a cohesive look and feel that will stand the tests of time.
The Results
Our brand overhaul helped Cradlepoint achieve an incredible 30% year-on-year growth in revenue. It also re-positioned them from being a hardware company to a solutions provider that customers can always depend on.
30% year-over-year growth in total revenue.
Increase in brand affinity with target customers.
The Brief
Design a visual language that unifies the brand.
Cradlepoint have always been the antithesis of Silicon Valley tech companies. To overtake those companies they needed to provide a seamless brand experience, from their brand identity and website through to their hardware routers.
The Challenge
How can you unify all of a brand’s touchpoints to communicate your differentiation?
Digital. Physical. These need to be aligned if you want to provide a consistent experience and instantly differentiate your brand. The challenge lies in tying every element together into a specific visual brand language.
To do this, we positioned Cradlepoint as “anti-Silicon Valley”, with a focus on rugged, dependable hardware and a humanized brand identity that customers and partners could trust and rely on.
What We Did
The Process
Market Research
It’s safe to say Cradlepoint isn’t your average tech company. Our research showed an inherent focus on providing rugged hardware for front-line environments. While Silicon Valley startups were talking the talk, Cradlepoint were out there walking the walk.
Brand Strategy
The ultimate strategy was to communicate Cradlepoint’s differences with every brand touchpoint. To do that, we’d need to unify every element, both digital and physical, to create a visual brand language that was much more rugged and human.
Branding & Design
We wanted to bring forward the anti-Silicon Valley roots, where outdoor lifestyle meets technology. From marketing touchpoints like the website to industrial hardware design, we created a visual language that you can understood without words or logos.
SmashBrand is the best branding agency I have ever worked with – they always went above and beyond, never compromising quality.
CMO Cradlepoint
