LISA HANLEY
Creative Director
Relaunching a standout subsidiary
Wipro’s acquisition of the telecom consulting group presented a unique challenge: how can CAS maintain its clout, while also harnessing Wipro’s global power?
Shaking up the industry with an unapologetically confident brand
Strategic insights revealed that CAS had deeper industry experience than their competitors, and now with Wipro’s backing, they will be an unstoppable force. Based on that differentiator, we created a strategic framework and developed brand concepts that uniquely position CAS as both the Hero and Sage brand archetypes.
A brand with a bias for action
We created a brand that cuts through the jargon and gets straight to the action. CAS speaks with confidence and they have the experience to back it up. The new brand celebrates agility, expertise, and the readiness to realize ambitions.
Director’s cut
The behind-the-scenes differentiator of this brand was its CEO, John McAleer. As a guitar-playing racecar driver, he was the energetic, brilliant, and fun-loving soul of the company. We drew inspiration from his vibes to develop a brand almost as cool as him.
If you’re Googling CAS right now, you may be disappointed. Although things were well-received within CAS and Wipro, decisions were made to combine their resources in a way that would not warrant a separate external brand. It was still one of the most fun projects to lead and I have no regrets.
Credits
Designit — Zack Holliday, David Walsen, Jami Milne, Nick LaManna, Ellen Hafer, Kevin Zwier, Jamie Diskin, Scout Shannon