Welcoming a new dawn for Telecoms R&D

Objective

Introduce JOINER - a national experimentation platform - to the world as a bold, ambitious new approach to telecoms R&D. And convince myriad audiences - academia, large enterprises, start-ups and innovators, and government - to embrace this new way of innovating.

Strategy

Adopt a bold, imaginative stance in the sector to match the scale of JOINER’s ambition; Create buzz and excitement around target audiences ahead of the platform being operational; Emphasise not just what’s new about JOINER but why a shift in approach is warranted and beneficial; Build a pipeline for ongoing commercialisation and establish JOINER as a valuable asset for UK Plc.

Creativity

When it comes to telecoms brands, it tends to be a sea of sameness. With JOINER representing something radically different for the sector, we knew we needed a visual and verbal identity that matched up to the scale of ambition. A rich, warm palette visually represented the new dawn enabled by JOINER, with delicate iconography representing the core elements of the JOINER platform and coming together to create our brand orb. AI generated imagery provided vast, expansive scenes reminiscent of the Renaissance, grounding JOINER amongst the great discoveries and advancements.

Results

k impressions

100

k+ attendees

k attendees