Background
Equinix, a 1,000-person global firm based in Foster City, California, is the world leader in colocation solutions providing the overarching infrastructure that protects and connects its clients' most critical data. Its customers are major players in the financial, enterprise, network, and Internet content industries.
Challenge
The Equinix brand was out-of-date and fragmented due to growth via acquisitions in Asia-Pacific and Europe. The company needed to evolve and align their brand to reflect a premium market position and inspire the global team to continue to lead in the industry.
Solution
We began by articulating a brand strategy for the company, synthesized from the input of hundreds of Equinix constituents worldwide and our understanding of category dynamics and external forces. Building on this strategic foundation, we developed a wide array of verbal, visual, and experiential elements commensurate with Equinix's role as an industry leader.
The Equinix logo, nicknamed "The Fortress," distilled several key elements of the brand into a single mark, including protection, connection, communication, and perspective. We designed more than 40 individual communication pieces for the relaunch that targeted employees, customers, investors, and vendors. Every touchpoint was evaluated to create a comprehensive brand experience.
Both the user interface and the back-end structure of the Equinix.com Web presence were also completely revised. The new website emphasizes open space, clear site architecture, intuitive user interface, and greater visual dimension. A new site architecture enabled the Equinix team to consolidate product offerings clearly and concisely. Instead of building multiple localized sites—a high-maintenance solution—we developed a single database-driven website that is localized into English, French, German, Dutch, and Japanese using a customized content management system. This system enables the Equinix marketing team to edit any page in all languages with a single click.
An employee training program was developed and executed to align brand messaging globally, elevate employee service levels, and strengthen brand equity from an internal perspective, using video, online, and workshop components.
Results
At the brand launch in October 2008, Equinix introduced the new brand platform, identity, communications materials, apparel, and environmental design at dozens of coordinated landmark events involving every employee and many customers in North America, Asia-Pacific, and Europe—all with great success. We will continue to work with Equinix in 2009 to finalize brand training for its employees in order to solidify the brand strategy and brand identity at every level of the organization.
Creating Change
We recommended that Equinix switch their stationery paper to a 100% post-consumer recycled content. By using post-consumer recycled fiber in place of virgin fiber, Equinix achieved savings equivalent to preserving 180 trees, producing 8,473 pounds less solid waste, and preventing 16,683 pounds net greenhouse gases. Using wind-generated electricity saved fuel resources roughly equaled to those spent in 9,390 driving miles.
"Addis Creson has provided us invaluable strategic insight with which to guide our new brand. They shared our vision of what the new brand could be from the outset and worked as partners throughout to get the brand launched. The Addis Creson team and Equinix team worked as one and would not accept a new brand that was less than stellar. We're ultimately very happy with the end-product and thoroughly enjoyed working with each and every member of the AC team."
Leland Cheuk
Senior Manager, Brand Development
Internal & External Research
Review Business Strategy
Competitive Audit
Category Analysis
Stakeholder Interviews
Touchpoint Analysis
Brand Platform
Brand Architecture
Brand Story
Ideation & Prototyping
Corporate Identity
Brand Identity System
Content Development
Environmental Design
Collateral Systems
Merchandise/Apparel
Web Design
Video
Internal Brand Education & Training
Brand Asset Finalization
Mechanical Production
Standards Development
Launch Plans
Event Planning
Brand Stewardship
