Project: Extreme Networks Brand Refresh

In the crowded tech B2B space, how do you bring back to life a once high-flying brand that used a Beatles song in a Super Bowl ad? By refreshing its brand identity with new modern visual elements and a tagline that is future-looking.

Extreme Networks was once the leading provider of Ethernet switches to companies around the world, but over time their dominance faded and gave way to Cisco. To re-introduce them to the marketplace, we refreshed the brand, implementing a new visual identity—while following the mandate of maintaining the old logo—and establishing a new corporate tagline.

Medium: Brand identity
Client: Extreme Networks
Agency: PJA Advertising + Marketing
Role: Creative direction and art direction
Date: April 2011