Boldyn Networks Brand Launch
A Unified Vision for an Interconnected Future
After years of strategic growth and acquisitions, the business recognised the need to unify its diverse brands and set a clear direction for the future. What emerged was Boldyn Networks, a reimagined identity for one of the world’s largest network infrastructure providers, built on the collective strength and expertise of six globally dispersed companies. The transformation wasn’t merely about rebranding; it was about creating a unified purpose and an identity that would drive growth, inspire trust, and differentiate the company from its legacy in Australia.
The Challenge: Creating Unity Across Diverse Brands
The former BAI Communications Group was composed of six companies—Mobilitie, Vilicom, Transit Wireless, ZenFi Networks, Signal Point Systems, and BAI itself. Each had distinct branding and operations, leading to customer confusion and limiting the company’s ability to showcase its full capabilities. The existing BAI brand, established in 2015, no longer reflected the company's scale, vision, or ambitions in the northern hemisphere. To address this, the business embarked on a strategic journey to define a unified vision, shared values, and a cohesive identity for the future.
The Solution: A Purpose-Led Transformation
At the core of this transformation was a purpose-driven approach: “Unlocking the power of an interconnected future.” This aspirational statement captured the company’s commitment to enabling smart communities through reliable, high- performance network infrastructure. The purpose resonated internally and externally, serving as the foundation for a bold new identity. The process began with a Brand Blueprint setting out the process to ensure the brand launched on time and on budget. The first step was extensive market research, involving key stakeholders, customers, and employees. Insights revealed a growing demand for emotional and personal connections in the B2B space, driven by millennial decision-makers. There was a strong feeling of a sea of sameness in the marketplace. This created opportunity for the new brand to stand out. Internal consultations ensured every employee had a voice in shaping the new identity and brand’s DNA. This inclusive approach fostered alignment and ownership, resulting in a new brand that truly represented the organisation’s collective ambition.
Boldyn Networks: A Name with Meaning
The name “Boldyn” emerged from the values of boldness and dynamism, which consistently surfaced during the rebranding discussions. Employee stories consistently reflected their bold and passionate approach to new groundbreaking projects. It reflected the company’s fearless approach to solving connectivity challenges and its forward-thinking spirit. The name balanced a sense of heritage with a future-focused outlook, resonating with employees and customers alike. The name had to work across all markets. Not just English speaking ones. Using the word ‘Networks’ also worked as a descriptor to what the Boldyn did.
A Design for the Future – Boldyn Networks
The new visual identity had to reflect the new brand name. There was an opportunity to use the visual identity as proof of being bold and being different. Putting some clear space between the competitors.
A bold colour palette and dynamic, motion-filled imagery communicate energy, innovation, and collaboration. The sleek, modern logo exudes trust and clarity, aligning with the company’s technological expertise. Using AI tools, its visual identity emphasised connection and movement. It wasn’t enough to be bold visually. The tone of voice needed to reflect that across every single piece of communication. This human and optimistic tone of voice needed to be understood by every single employee which is why everyone was trained to use it. The training was fun, engaging and aimed at bringing employees on the journey. Their buy in, every step of the way was essential.
Engaging People in the Journey
The rebranding process prioritised employee engagement through workshops, surveys, and information sessions that fostered a strong sense of ownership. The key was to ensure that every employee understood why the change was happening, what it entailed, and their role in bringing it to life. An internal teaser campaign, combined with invitations to face-to-face and online brand inductions, as well as launch roadshow events featuring branded swag welcome packs, created a bow wave of excitement that included everyone. This approach ensured that every employee felt valued as a brand ambassador. On Day 1, transformed office spaces across the organization celebrated the new identity, marking a shared moment of pride and transformation.
The effort paid off: 83% of Boldyn Networks employees were proud to represent the new brand right from day one.
A Bold Impact
The rebrand generated immediate results, with a 10% increase in website traffic and a 20% boost in organic search traffic. The campaign garnered 98,000 social media impressions, and the new identity earned industry recognition, winning Transform Awards for Best Naming Strategy and Best Internal Communications.
Boldyn Networks’ transformation is a testament to the power of a unified vision, purpose-driven strategy, and bold creativity. Today, Boldyn leads the way in creating a more interconnected future, turning its ambitious vision into reality.
