Megaport
SaaS IT Networking Marketing Strategy and Brand Development
The Challenge
Megaport is a complex SaaS IT and cloud networking tool that faced challenges in effectively communicating its core benefits due to jargon and noise. The company needed to streamline its brand and messaging to reflect its dominance in the IT networking space and ensure consistency across internal teams and global partners.
Services Provided:
Brand & Marketing Strategy
Verbal Identity
Visual Identity
Brand Support
Brand & Marketing Strategy
Megaport's brand was not reflecting its market dominance due to inconsistencies. Through workshops and surveys, it became clear that internal and external perceptions were misaligned with the company's mission. The brand needed to be recognized for its reliability and global availability. Focusing on these attributes aimed to ground Megaport's brand for long-term success.
Logo & Brand Guidelines
Research indicated that a new logo was unnecessary. Instead, refining the existing logo's use was essential for brand consistency. Transitioning from a multi-brand to a multi-product system improved manageability and consistency across the company.
Visual Language
Megaport's visual language was colorful and engaging. Drawing on its Australian roots and valuing play, the brand's visual elements were refined to resonate with both employees and customers without overhauling what was effective.
Brand Support
Comprehensive support materials, including org charts, investor reports, and sales decks, were developed. The brand refresh was deployed iteratively, aligning with Megaport's startup-like operations and ensuring each step's success.
