Agere Systems
Launch
Visual Systems
Identity
A bold look
Agere Systems is the former the microelectronics division of Lucent Technologies. A world leader in sales of communications components Agere Systems designs, develops and manufactures optoelectronic components for communications networks, and integrated circuits for use in a broad range of communications and computer equipment.
Challenges
Develop a global brand for Lucent microelectronics/optoelectronics group in 12 weeks
Complete the branding program and support the launching of the new identity in 120 countries worldwide
Actions
Engaged in intense name development (over 1300 names) and preliminary legal, linguistic and URL screenings to identify the best candidate
Developed a focused brand positioning statement though extensive executive and customer interviews, a competitive audit and review of media/analyst reports
Developed appropriate nomenclature based on the company's capabilities and perceived competency in the industry
Created a bold new logo and visual system, to differentiate the new company in its highly competitive marketplace
Designed and produced materials for the initial launch of Agere Systems at their worldwide sales conference in December, 2000
Created online guidelines with downloadable templates for ease of implementation