Reimagining Legacy for Future Growth
The Challenge
In 2024, Aqua Comms faced a critical brand challenge: simultaneously honour their decade-long heritage in subsea connectivity while positioning for future growth in the competitive digital infrastructure sector. This required a delicate balance - leveraging their established reputation while projecting a forward-looking image to appeal to new markets and opportunities.
As a leader in subsea communications, they needed to:
- Refresh their visual identity without losing brand recognition
- Create messaging that acknowledged their legacy while emphasising innovation
- Establish a cohesive digital presence that would support global expansion
- Align internal stakeholders around a unified vision for the future
Our Approach
We implemented a comprehensive brand transformation strategy:
- Data-Driven Discovery
- Conducted in-depth stakeholder interviews across the organisation
- Analysed competitor positioning in the subsea connectivity market
- Mapped customer journey and identified key decision points
- Defined the ideal balance between heritage and innovation
- Strategic Brand Positioning
- Developed brand positioning as "The Future of Subsea"
- Created cohesive messaging architecture with clear pillars
- Established vision, mission and values documentation
- Crafted narratives that bridged past achievements with future direction
- Science-Inspired Visual Identity
- Designed fluid dynamics-inspired iconography that visually represented connectivity
- Refined the logo for improved digital application while maintaining recognition
- Created a sophisticated colour palette that reflected both technical authority and innovation
- Developed comprehensive guidelines for global brand consistency
- Digital Experience Transformation
- Rebuilt the website architecture for improved user journeys
- Implemented new product sheet designs to support brand messaging
- Created training materials to ensure consistent internal application
- Designed a strategic launch plan for maximum impact
Results
Following the October 2024 website launch and brand rollout:
- 21% increase in total website clicks (2.23K vs 1.85K)
- 137.5% surge in contact form submissions in Q1 2025
- Overwhelmingly positive feedback from internal stakeholders, particularly C-level executives and sales teams
- Successful brand guidelines rollout across all sales and marketing collateral
- Strengthened market positioning that effectively bridges Aqua Comms' established reputation with their future aspirations
The Impact
The reimagined brand identity has successfully positioned Aqua Comms for their next phase of growth in the dynamic digital infrastructure sector. By creating a visual and messaging framework that honours their heritage while embracing innovation, we've equipped them to execute their new business strategy and global expansion plans with confidence.
The dramatic increase in form submissions demonstrates that the new brand isn't just visually appealing - it's driving tangible business results by connecting with prospects more effectively and converting website visitors into qualified leads.
Ready to Balance Heritage with Innovation?
If your established tech brand needs to evolve while maintaining market credibility, we can help create a strategic framework that respects your past while positioning for future growth.
We transformed TrafficGuard's digital presence, delivering 93% higher organic traffic and 76% more search clicks in just 3 months, helping this ad fraud prevention expert dominate their market.
We developed a sophisticated global brand identity for SG.GS that maintained their APAC roots while enabling international expansion, creating the foundation for their successful cross-border growth.
Ready to transform your marketing?
Book a strategy call with our consultants. We'd love to discuss your marketing challenges, goals and ambitions for the future.
