JDSU was a respected elder in Silicon Valley given 90 years of history and leadership in the tech industry. However, after enjoying a meteoric rise through the first dot-com boom, it became a highly visible casualty of the market crash in 2001.
By the time JDSU approached Lippincott in 2014, the company had quietly risen from the ashes, earning back customer respect and leadership in key markets. However, to revitalize business further, the board of directors decided to break the company into two distinct entities, each with its own path to growth.
The Viavi way
We helped JDSU redefine itself through the creation of two new companies. The first one focused on network and service enablement while the second on optical and commercial laser solutions. Lippincott created both brands, including positioning, names and visual identities to tell the story for each company both visually and verbally.
Specific to the network and service enablement business, we positioned the brand around its specialty in “turning complexity into visibility and actionable insight.” The name Viavi expresses their objective perfectly through the combination of Via, meaning “through,” and vi, suggesting “vision.”
The logo and visual system include dynamic shapes that combine to reveal the Viavi name, expressing the company’s ability to interpret and decipher complex data. A bold, rich purple builds on existing brand equity while further differentiating Viavi from the competition.
Additionally, we created a dynamic brand and culture book to introduce employees to the new company. This book uses a superhero narrative to capture the desired tone and personality. In playful tribute to their problem-solving expertise, visual puzzles are interwoven into the text for employees to solve and unlock the full brand story.
Our work set the stage for an internal transformation. The new positioning allowed Viavi’s CMO to tell the company’s story of change in a compelling way and the new identity inspires employees on the brand’s potential.