EXA launched as a bold new player in the B2B tech space. And when you’re launching into a tough new space, you need to launch with a big, powerful Brand Idea – Where Growth Happens. Breaking away from industry conventions, we crafted a brand identity balancing robust credibility with a rebel spirit to help this challenger brand scale fast and help the businesses it supports to do the same.

Where we started
EXA came to us with a complex challenge. Whilst being the owners and operators of one of the world’s most extensive fibre networks connecting Europe and North America, they were about to exit a larger parent company. They needed to create a new brand from scratch; build on a customer base of some of the world’s biggest data users; and take on some heavy-hitting competition in the B2B tech space. 

The journey 
It immediately became clear to us that – for all its innovation – the category was full of tired tech industry conventions, with few brands bold enough to make a distinctive statement or stand out.

To stand out we needed to understand more about EXA. Their team worked with us to share their ambitions from how they saw their teams growing to the purpose of their business in the world.

This gave us the springboard to create a Brand Idea focused on their exceptional infrastructure and the extraordinary power that infrastructure enables. This was about much more than ‘wires in the ground’ – it was about real-world impact. Where Growth Happens was firmly rooted in EXA’s core; with a new set of distinctive, contemporary company values to organise the business around; and a confident character and tone of voice that would stand out in the category.

A thoroughly modern visual identity captured the energy of the Brand Idea, by-passing the old and leap-frogging the new style of the category. The logo was created and animated, to reflect the dynamism of the network, with the ‘+’ symbolising the connecting points and the energy created. The photography helped EXA tell stories from both the big picture vision of their infrastructure through to the macro details of how they unlock potential at every level. The character, tone and identity are a springboard for content, storytelling and thought leadership that truly represents this ambitious new business.

The EXA brand is sharp and decisive, bringing together precision and
a grounded strength and confidence – fit for a leader and fit for growth.

Where are we now  
Our partnership supported EXA with everything they needed to launch and grow from branding their new London HQ, to upcoming trade show events and employee experience communications.