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Delivering micro detail and macro intelligence.
Global service assurance trailblazer Accedian had diversified its solutions portfolio through a recent acquisition and needed an agency that could take the brand to a new place, to reflect its bold new vision and connect with new customers.

The Problem

The Accedian brand and visual identity had become limited and no longer sufficiently engaging for one of the fastest growing vendors in its space.

Our new brand also had to appeal to the different needs of both traditional Service Assurance customers and a new Enterprise audience, without alienating either.

The Solution

Following a client workshop and ideation sessions that we facilitated, Early’s strategic and creative teams collaborated to deliver a new brand positioning, with new messaging and a look and feel that is impossible to ignore.

The essence at the heart of the work, ‘Micro Detail. Macro Intelligence’, was used as the lynchpin for all visual, positional and strategic ideation over the course of the project, organising the brand around a strong core statement.


Last year we recognised the need for a new identity that would reflect our ever-evolving solutions portfolio. We engaged and briefed Early to deliver an Accedian brand that resonates in a crowded, fast-moving and highly competitive market. We needed a personality and vision that would represent our industry-leading capabilities.

The result is memorable and captures exactly what we are trying to do. The detail from establishing our brand mission to the way we organise our solutions has already received an impressive level of brand recall, with feedback from several analysts, customers, and prospects, as well as internal stakeholders, already exceeding our expectations.

Kaela LofflerVP MarketingAccedian


  • Brand Visual Identity refresh, applied to all collateral
  • New brand tone of voice, positioning, messaging and brand wheel.
  • Updated website, data sheets, product brochures, whitepapers, infographics, video idents, exhibition stands, PowerPoint template, sales decks
  • New colour palette
  • New brand treatments for photography and graphics
  • 300+ new ‘treated’ images
  • New icon library


Postlaunch, the brand has received unprecedented recall and acclaim, particularly via a number of industry leading events and influencers.

Following the huge success of the brand launch at CISCO Live 2019, Accedian has now engaged Early to envision their new positioning across all brand collateral and the design and production of their flagship trade show stand at Mobile World Congress 2020.

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