REDKNEE | INDEPENDENT SOFTWARE PROVIDER
REBRANDING
A COMPANY
THAT TOUCHES
OVER 2 BILLION PEOPLE
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REDKNEE | INDEPENDENT SOFTWARE PROVIDER
REBRANDING
A COMPANY
THAT TOUCHES
OVER 2 BILLION PEOPLE
Overview
Redknee is the largest independent software provider of converged billing and charging solutions, specialized in real-time monetization software.

The company has gone through a major transformation in 2012 and 2013, after the acquisition of Nokia Siemens Networks’ Business Support Systems unit. It became 4 times larger and the 4th player in the market.

Today Redknee serves over 200 service providers across 90 countries, and its software solutions touches 1/3 of the world’s population every day.
Challenge
After acquiring Nokia Siemens Networks’ Business Support Systems unit, Redknee questioned its own identity evolution, which needed to be tackled in order to maximize integration and minimise business disruption and which should reflect the company’s acquired global dimension. Something that said “we’ve grown”. Something that read “we’re in the big league, now”.
Solution
Very few companies in the world can brag about connecting 2,300,000 people, one third of the world’s population. Redknee doesn’t want to brag, but they know that connecting all these people is not for the faint of heart. It takes courage. And, above all, it takes vision.

Visions start with questions. First you ask the questions. Only then will you be able to see.

That’s how this project got started – with a huge question mark.

Redknee wanted to know what to do with its brand. Rebranding? Renaming? Restyling? What?…

We said we truthfully didn’t know, but would look into it and recommend a course of action, afterwards.

We started by auditing Redknee´s and Nokia Siemens Network BSS unit internally and externally in order to discover the perceptions and expectations concerning the acquisition.

After interviewing countless stakeholders in depth, we finally started to envision what the brand needed.

We were then able to define the brand strategy and redefine the brand platform, in order to reflect its renewed strength and align employees and product portfolio under a single value proposition and unique brand.

The creative kick off started with the creation of a new typography. We focused on the “K” in the brand name, which was redesigned to graphically reproduce the angle of view of the human eye. The lines that emerge from the eye’s angle of view allowed us to create a new symbol and a whole new graphic universe made up of connecting lines – and connecting the world is something Redknee excels at.

Thus, the new symbol became a globe made up of the connecting lines that emerged from the “all seing K”.

The new tagline furthermore emphasized the “vision” theme: “Looking beyond” implies that Redknee sees more than meets the eye. It sees the bigger picture. It sees even invisible things such as the future.
Results
It’s too soon to tell. Still, the employees’ reaction to the new brand image was amazing. They were so thrilled that they asked for all kinds of new creative materials.


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