Global Rebrand
In a sea of blue logos and vague claims, Lumen needed to do something radical if it wanted to stand out from its telecom peers. So we launched a refreshed brand identity that is unlike any other B2B brand out there. Working together with our partners at Neuro-Insight and Quadrant Strategies, our in-house team revamped this aging Fortune 500 brand into something bold, modern and customer-driven. The result was a challenger brand that performed like a leader - with positioning that is 64% more memorable and a visual identity that is up to 27% more effective than our competition in driving consideration.
David Ashton (Associate Creative Director)
Brant Rios (Associate Creative Director)
Moria Fredrickson (Senior Creative Director)
Jon McLeary (Sr. Manager, Brand)
Carla Kennedy (Lead Brand Manager)
-
Christina Hartje (UX Manager)
Brady Hendrickson (Design Manager)
Ted Kusio (Web Design Manager)
David Steffenson (Copy Manager)
Brad Arender (Senior Lead Marketing Manager)
Megan Mitchell (Content Lead, Brand)
-
Neuro-Insights
Quadrant Strategies
ChannelZ
-
Countless creatives and talented professional across the entire Lumen in-house team - including Tracy Zahn, Gail Weidle, Heather Fletcher, Kristi Behl, Christopher Ransom, Devon Hanavan, Amira Thapa, Eva Dunlap, Taylor Duncan, Blythe Howard-Chou, Chris Chiabotti and Christen Minnick.
Brand Anthem
8 out of 10 of the top brands in the world work with Lumen. You know that big one you’re thinking about right now? Yup, they work with Lumen. And the other one. Our goal with the Brand Anthem was to highlight (as much as NDAs would allow) all of the amazing work Lumen does connecting people and their tech - from a simple tap-to-pay at the concession stand to live streaming the Super Bowl (yeah, we do that too).
Meet the New Lumen
From customers to corp comms - we set out to share the what, why and how of the rebrand to build awareness, boost employee buy-in and position Lumen as an innovative partner in the enterprise telecom landscape. And show off my love for Futurama.
Web
Rebuilding our brand meant rethinking how we looked, spoke and the experience we were providing customers and prospects . Working alongside NI and Quadrant Strategies, we created and tested a huge range of messaging, designs and components to ensure we delivered a seamless, customer-first experience - starting from the first click. Click for larger view or explore the latest iterations at lumen.com.
Brand Positioning
At the heart of every great brand is a great brand guide - something to help employees and partners understand and apply the Lumen brand to deliver a powerful (and consistent) experience at every touch point. With nearly 25,000 employees to support, this was a huge (but enjoyable) undertaking for our team - striking the perfect balance of abstract and actionable. Below are select excerpts from our digital brand center.
Iconography
Spinning big ideas into tiny squares takes a special kind of talent and patience. As usual, though, the Lumen design team knocked it out of the park - delivering a fresh take that was simple, scalable and easily recognized.
