Rebranding for Transformation
Modernizing a brand that provides critical infrastructure through the delivery of transformative broadband
The FCC was nearing a decision to broaden commercial use applications for their wireless spectrum assets, and Anterix desired to better position their business model. They needed to emphasize that Anterix enables utilities to deploy a modernized grid that is more secure, resilient, and 100% utility controlled.
With this new focus, the business needed to align a new Brand, Name, Positioning, and Brand Identity to its new mission and target customer.
CMG’s Solution
Step 1: Attributes
When we think of branding, visual identity (e.g., logos, colors, etc.) is generally the first thing that comes to mind. But brand elements extend beyond the visual and represent who your organization is and what it represents. For Anterix, the brand needed to accurately represent its new mission of modernizing critical infrastructure.
Through a combination of interviews, working sessions, and primary and secondary research, CMG and Anterix were able to collaboratively land on Anterix's core attributes – foundation, strength, and transformation.
Step 2: Name
The next step of the journey was to create a name that reflected the new brand identity and mission.
The team generated initial ideas based on core themes. They vetted ideas and eliminated those with potential conflicts and facilitated a final evaluation among Anterix's steering committee.
As trusted advisors and collaborative partners, CMG was well equipped to facilitate the creative process, manage all stakeholders, including cross-functional teams and third-party agencies, and build alignment through consistent communication.
Step 3: Visual Identity
CMG took to the task of building a new visual identity and logo that would embody the name Anterix and communicate the organization's new mission.
Step 4: Platform
Partnering with executive leadership, CMG delivered a full suite of branding and creative assets geared toward the company's new vision, including Brand, Name, Positioning, Messaging, Logo, and Visual Identity.
Step 5: Activation
Lift off! CMG supported internal and external launch plans that announced Anterix to the world, culminating with a NASDAQ unveiling. Internally, experiential activities and informational tactics prepared employees for a new era. Externally, a new website, Investor Day support, and PR talking points brought Anterix's new mission to life.
"We chose CMG because they brought experience, credibility, and a genuine interest in hearing from us about the potential of our mission and business.
Anterix, our new brand, emerged from CMG's facilitation of a thoughtful process that they led with us. It culminated in a brand reveal and website launch that captured the imagination of our customers, employees, and shareholders. I would recommend CMG as a partner in your own branding journey."
- Executive Chairman Morgan O'Brien
