| Cisco Consumer
2009 REBRAND 100 Winners > notable
Industry/Sector: Technology/Computer Hardware/Software
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting/Challenge - By 2007, Cisco brand research suggested:
• The Cisco brand, well known among enterprise technical and business decision makers, has begun to gain awareness and
credibility among consumers
• Cisco brand attributes resonate with rational, pragmatic purchase decision makers but very little emotional connection
exists with customers in general
• The challenge: to combine the appropriate mix of visual values that extended and enhanced the Cisco Brand Identity to
inspire customers, partners, employees, and the public to consider a new kind of experience with Cisco.
Strategy - Enhance the Cisco Brand Identity System with The Cisco Consumer Style, a set of visual and verbal elements that speak to ease of use, connectedness, brand relevance, excitement, and experience. The Style would be applicable across all media and compatible with our long-term branding campaign, “Welcome to The Human Network.”
Result -
Debuted at 2008 Consumer electronics show:
• 115+M media impressions with no negative coverage
• 78 booth tours and briefings with press and analysts
• 225+ attendees to our invite only hospitality events
• 2000+ visitors to our booth
• 30K+ visitors to the consumer website
From an internal client in Cisco consumer marketing:
“Cisco, known for its back-end, B-to-B networking solutions can legitimately communicate in the consumer segment. That was one of our main goals and customer after customer could see how committed we were to consumer and how we can stand on our own as a credible counterpart to a content partner, service provider or retailer. It was such a treat to watch colleague after colleague, customer after customer walk into either the booth or the Chairman’s Suite and just go, “Wow! This is really cool!”
Credits:
Client: Cisco Consumer - www.cisco.com
Brand Strategists/Designers: Cisco Systems Teams - www.cisco.com
Cisco Consumer Style Guide:
Creative Director: Gary McCavitt
Art Director: Art Kilinski
Designer: Art Kilinski
Production: Art Kilinski
Photography Art Directors: Vince Lindeman, Kevin Prentice,
Art Kilinski
Photography: Achille Bigliardi, Jordan Reeder, Jeff Duran
Illustrator: Radium
Animators: Radium
Copywriters: Mike Sanchez, Art Kilinski
Prepress: XYZ Graphics
Cisco Booth at 2008 Consumer Electronics Show:
Creative Director: Gary McCavitt
Art Directors: Art Kilinski, Laura-Anne Sammarco
Designer: Art Kilinski
Production: Art Kilinski
Photography Art Directors: Vince Lindeman, Kevin Prentice,
Art Kilinski
Photography: Achille Bigliardi
Illustrator: Radium
Animators: Radium
Sponsors: Mike Kisch, Ken Wirt
Project Lead: Richard Mullen
Demo Lead: Michelle Baran
Program Manager: Laura Leeper
Marcom Lead: Wendy Herrero
Booth Design: George P. Johnson
Booth Production: George P. Johnson, AV Images
Cisco Consumer Website:
Creative Director: Gary McCavitt
Art Directors: Art Kilinski, LEVEL Studios
Designers: Art Kilinski, Cris Patio, LEVEL Studios
Production: Art Kilinski, Cris Patio
Program Managers: Mike Kisch, Ken Wirt
Production Manager: Steve Lau
Project Managers: Michelle Baran, Richard Mullen,
Carrie Cordeiro
Developers: Khai Tran, Glenda Shastry, Debby Hudson
Copy Editor: Karen Brighton
Cisco Digital Cribs Website:
Creative Director: Gary McCavitt
Art Directors: Ogilvy, Art Kilinski
Program Managers: Mike Kisch, Ken Wirt
Production Manager: Steve Lau
Project Managers: Michelle Baran, Richard Mullen,
Carrie Cordeiro
Production Design: Ogilvy, Cris Patio
Developers: Ogilvy, Khai Tran, Glenda Shastry, Debby Hudson
Copy Editor: Karen Brighton
Cisco Consumer Twitter Page:
Creative Director: Gary McCavitt
Art Director: Art Kilinski
Designers: Art Kilinski, Cris Patio
Production: Art Kilinski
Illustrator: Radium
Program Managers: Mike Kisch, Ken Wirt
Project Managers: Johanna Fry, Cinthia Portugal
Cisco Consumer PVR Product Packaging:
Creative Director: Gary McCavitt
Art Director: Art Kilinski
Designer: Art Kilinski
Production: Art Kilinski
Illustrator: Radium
Copywriters: JT Taylor, Mike Kisch
Project Manager: Steve Golton
Prepress: David Penman, Vickie Froggatt
Printing: Stephen Gould Corporation
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