July 1, 2023
Year
2023
Client
GCX
Category
Cyber Security
Product Duration
3 - 4 Weeks
Summary
In 2023, GCX engaged us to build a standalone brand—distinct from its subsea-cable heritage—and reposition it as a modern, cloud-first connectivity partner. We repurposed the legacy Vanco brand into GCX under a unifying promise: “Data Made Better.”
Challenge
Identity overlap: The subsea-cable association masked GCX’s broader solutions and confused buyers.
Commodity perception: In a crowded telecom/infra space, messaging sounded interchangeable and feature-led.
Fragmented assets: Inconsistent visuals, decks, and web structure made it hard to tell a single, compelling story to enterprises and investors.
Solution
We delivered an end-to-end rebrand: a clear narrative and messaging framework, a contemporary visual identity system, and two conversion-focused websites for the subsea connectivity and managed service businesses.
To fuel go-to-market, we produced a brand film that articulated mission and impact through case studies, revamped social content with a consistent cadence and tone, and modular pitch decks that sales teams could tailor by sector and buyer stage.
Together, these assets created a cohesive platform that elevates GCX from commodity connectivity to a trusted, outcomes-driven partner.
Solution
We defined the “Data Made Better” platform with value pillars (Networking, Cyber Security, Unified Communications, and Professional Services) and translated it into a flexible visual identity—typography, palette, motion, and iconography—that reads premium and enterprise-ready.
We rebuilt the website with a simplified IA, solution- and industry-led pages, proof-rich case studies, and clear CTAs. Then, we produced a brand film to humanize the mission and show real outcomes. We relaunched social channels with story arcs and asset templates that scale, while sales received a modular deck system, product one-pagers, and proposal shells aligned to the new narrative.
The result is a unified brand and toolkit that clarifies what GCX does, why it’s different, and how it delivers measurable value.
