| Intelsat
2007 ReBrand 100 Winners > distinction
Industry: Financial Services/Insurance - Below: Before Image, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Intelsat manages a set of geostationary satellites that enable Internet connectivity, television broadcasting, cellular telephony, and corporate network services. The company provides services to leading businesses worldwide, including AT&T, the BBC, and the US DOD. Key competitors include APT Satellite, Eutelsat, and SES GLOBAL.
Challenge - When Intelsat and PanAmSat decided to join forces in 2006, the merger created the largest satellite services provider in the world by combining the dominant player in voice data transmission services (Intelsat) with the global leader in video transmission services (PanAmSat). The new Intelsat needed to articulate its direction to employees, customers, investors, and the press.
Strategy - The positioning “Closer, by far” was developed to express the enhanced professional, economic, and cultural relationships between employees, customers, and the world at large... people, information, and business goals are brought closer by technological assets flying hundreds of miles above the earth’s surface.
A sister theme, “Zero degrees of separation,” evolved to frame the launch of the new company.
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Result - Intelsat launched with a full set of refreshed corporate paperware and marketing templates; a redesigned website including a fully branded satellite locator application; an internal employee values campaign; and a set of themed collateral that included a brand image brochure and a collectable satellite map poster. All these materials, combined with focused messaging, drove the successful launch of the new global leader in satellite services, a company that could now articulate its increased global reach, further empower its clientele, and expand its technical assets and culture of employee unity.
Intelsat was ready when the merger was finalized to communicate its new positioning to all stakeholders in a relevant and engaging way across all media.
Credits:
Client: Intelsat - www.intelsat.com
Brand Strategist/Designer: Siegel + Gale - www.siegelgale.com
Creative Director: Justin Peters
Design Director: Johnny Lim
Designers: Steve Kim, David Weiss
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