CDMA, 3G, 4G LTE—revolutionary technologies that may never have made it into people’s palms had it not been for Qualcomm. After 25 years of quietly inventing world-changing tech, it was time they got some credit.
While respected by engineers, consumers were largely unaware of the Qualcomm technology in their smartphones, much less how the company was leading the Internet of Things revolution.
Recommending a masterbrand strategy to organize their portfolio, we then worked with leadership to define their story. Rather than simplifying their technological brilliance for consumers, we made the most of it, creating a visual system and voice that drew on engineering diagrams and tech terminology. We made it accessible by connecting the highly technological to real-life benefits it could provide—delivering for their core tech audience while also engaging everyday consumers.
Qualcomm’s new identity was applauded by the media when it launched at CES 2013. And they have changed how they go to market, even entering consumer wearables with their Toq smartwatch.
An original tech leader, Qualcomm is finally getting its share of the spotlight.