EXA

When EXA – owners and operators of one of the world’s largest transatlantic fibre networks – separated from its parent company, it wasn’t a typical spin-off. It was a high-stakes, structurally complex move. EXA needed to signal continuity and capability and prove they had the ability to stand out in a category not known for reinvention. This wasn’t a straightforward brand relaunch; – EXA needed to survive post-exit and accelerate growth. 

Where we started
Infrastructure is often treated as a silent asset, but in the hands of EXA, it was an opportunity for transformation. Working closely with their senior team, we shaped a Brand Idea that would turn it into a magnet for growth: for its customers, talent and future investment. 

‘Where Growth Happens’ became the core of the EXA story. It was designed to help internal teams align quickly behind a shared direction as well as signalling to the market (and potential suitors) that this was a brand with real ambition, value and momentum. 

The journey 
To support EXA after the split, we built a brand that could scale at speed. This was about much more than ‘wires in the ground’; in a category full of tired tech industry conventions, this was an identity that needed to combine sharp commercial credibility with a bold, confident tone. 

From its dynamic visual identity with an animated logo, to a photographic style and storytelling framework that connected macro infrastructure with real-world impact, every element was designed to express EXA’s strength and ambition, not just in what they do, but how they make it possible. 

Where are we now  
EXA launched as a sharp and decisive business, ready for growth, new partnerships and long-term value creation. The brand was rolled out across their new London HQ, employee communications and trade show activations. EXA now stands proud, not just as a business built for impact, but as a business with future value firmly in mind.