Featured Case Study
Lightower, Inc.
A leading full service provider of turnkey wireless infrastructure, fiber networks, and managed backhaul services throughout the USA.
Project: New Corporate name development, corporate positioning, brand and corporate identity system, Web site, and marketing collateral materials.
Challenge: In May, 2007 National Grid sold their wireless business to M/C Venture Partners and Wachovia Capital Partners, who retained the existing management team to operate the company as an independent entity. Our challenge was to develop a new company name, a corporate identity and positioning to clearly communicate the company's vision and three aspects of business—wireless infrastructure, fiber networks, and wireless services—and position the company as a leader in the marketplace, now without the $4B assets of one of the world's largest utilities.
Solution: We assembled a core team made up of a corporate identity specialist, naming guru, designer, copywriter, project manager, Web programmer, and printers. We conducted comprehensive interviews with over a dozen key constituents—the management team, staff from all divisions, customers and partners—to get a broad picture of the organization and the perception today. After agreeing on key words and a positioning statement, we secured a name that could stand the test of time, be memorable but not too trendy, strong, but not stodgy—plus have the URL available.
Result: Simple. Elegant. On point. It combines all aspects of their business—light for the fiber optics, tower for the infrastructure and services.
