Ciena wanted to hit hard with its revamping of the Blue Planet brand.
We were happy to oblige.
Using the idea that digital transformation is no longer an option for modern businesses, we came out swinging with a video using a boxer as the driving image. The video struck the aggressive note Ciena was looking for, as we were able to express their one-two punch of IT and Network to indicate their unique, vigorous brand placement.
From there, the concept let loose. The result was an assertive, forceful brand that carried over from the video to banner ads, an email campaign, and the Blue Planet home page and successfully conveyed to audiences that their network was a prizefighter waiting for the bell.