How do you simplify a technically complex product?
You create a brand that focuses on
what matters most to the customer.
Objectives
Ciena is a global network solutions provider that
delivers highly specialized and technical infrastructure products to
an international audience of IT and business professionals.
Due to the complex nature of its product portfolio, Ciena
needed a smart and simple way to communicate, manage, and
publish diverse and resource-rich content.
Objective 1
Create an effective brand communications platformObjective 2
Build a website that improves usability and content deliveryObjective 3
Provide on-going strategic marketing supportExecution
Axis41 works closely with Ciena to develop strategic marketing content anchored in a customer-focused brand platform. We extend the Ciena brand throughout all relevant marketing channels, including the on-going design and development of their corporate digital environment. We seek to perpetually enhance the user experience in ways that enable superior relationship building between Ciena and its customers
Define
Communications Strategy
Axis41 authored the brand story framework and digital user experience.
Design
Visual + Technical
We designed and coded brand and digital
assets for deployment.
Deploy
Management + Metrics
We implemented a cloud-based CMS and real-time, high performance analytics.
Results
Axis41 exposes clients to a future full of brand possibilities. Unique to them, they also see why brands die. In that balance is a unique, powerful perspective.
Senior Director of Global Marketing
CIENA
