Formulating a flawless transition to a bold new identity
Ezurio
Brand Campaigns
Ezurio – formerly Laird Connectivity – had an opportunity to reposition and rebrand itself after being spun off from its parent company.
We found their edge to create a new positioning, with a bold new identity to match, then planned and built a robust brand transition in just four weeks, with minimal disruption to business, Google rankings, traffic, and MQL performance.
Impact
7% share of voice captured from 0% within the first three months after launch
332 new MQLs in the first month after launch
9.6% decrease in disqualified leads, increasing overall lead quality
Discovering a new position
Our discovery and immersion phase found that the complex market of wireless connectivity is crowded, full of large multinationals and a long tail of small players, and price-driven – product differentiation is tough.
As a mid-sized premium supplier, their new positioning needed to leverage Ezurio’s deep engineering expertise, exceptional service, and heavy R&D investment.
We found that, unlike competitors, Ezurio is a true partner to customers – providing exceptional service and removing barriers in the design process to get to market quickly, with long-lasting, reliable products.
Their customers are experts in designing next-generation products for the medical, industrial, and wireless sectors, and need a technical partner to help turn their designs into certified solutions.
This first phase crafted our positioning: “Turning design possibility into reality”.
And with it we created brand features, benefits, values, purpose, customer personas, and a brand personality – ‘the dedicated expert’ – to define what makes Ezurio distinctly Ezurio.
Creating a new brand
The name ‘Ezurio’ came next, with a new logo and visual identity – all conceptually linked to connectivity.
We created a versatile design framework that used the O of Ezurio as the dominant element to allow application to even the tiniest 5mm wireless components.
And a vibrant colour palette to build a strong market presence.
Strategy for minimal disruption
We developed a brand transition plan that mimimised disruption to user journeys and ensured an optimal brand experience for employees and customers.
Our through-funnel campaign focused on Google search, Google display, and LinkedIn retargeting, meeting customers wherever they interacted with Ezurio to ensure they understood the brand had changed.
“Through their innovative brand strategy and creativity, Earnest supported Ezurio as we launched a new company name and brand identity that truly reflects our values and evolving product portfolio.
Their focus on our messaging was transformative, permeating every aspect of the brand project and our ongoing marketing and communication strategies.”
