Lucent Technologies
Visual Systems
Refreshing branded communications
for an industry leader
A spin-off from AT&T, Lucent Technologies is a global leader in telecom equipment, servicing major telecommunications companies around the world. Its core products include transmission and switching, wireless, and optical gear, as well as software services.
Challenges
After its initial launch, Lucent found that their sales materials were not as effective as they needed to be
Sales materials lacked a common look and feel
Few communications focused on the real benefits or solutions Lucent offered
Maintaining the current inventory of sales brochures was exceedingly expensive
Actions
Added emphasis to key differentiator – Bell Labs Innovations – by using red to link it more directly to the symbol (innovation ring)
Created a distinct look and feel – one that is unmistakably "Lucent"– by leveraging the existing equities of white space, Lucent red, black and gray
Incorporated "solutions-focused" messaging as part of the visual design
Assembled a library of product icons and network diagrams customized for use in Powerpoint and print
Developed a flexible and cost-effective system through which materials where stored electronically and could be downloaded and printed when needed
Redesigned the home page of the public website and developed online newsletter formats
Developed branding extranet for advertising and marketing (internal staff and outside vendors)