In mid-2017 Saffron was approached by Silicon Valley-based start-up Collinear Networks to help them create their Brand DNA and visual expression from scratch. The experienced team with 150 people on board and a business focus spanning as far as Southeast Asia, was about to launch the first product. This was the perfect timing to define a cohesive purpose and a powerful visual and verbal expression.
A unique solution to a global challenge
Collinear has developed unique intelligence to help carriers and enterprises worldwide in their pressing challenge to establish reliable, high-capacity over-the air connections that defy all weather and geographic obstacles. This high-tech solution needed to be embedded in a larger long-term mission and be told through a cohesive story.
An ambitious brand DNA with a quirky team character
Through multiple immersion trips, and workshops we uncovered Collinear’s long term vision to optimize connectivity so that people and new technology can achieve their full potential anywhere in the world, regardless of geographical obstacles. The brand purpose was defined around enabling “Fluidity in communications as catalyst for transformation”.
A series of brand principles were identified to distinguish Collinear for being driven, transformative, committed, elastic and experienced. On a daily basis, the team will bring its purpose to life thanks to a down to earth and thorough yet quirky and incessantly inquisitive character.