Having grown through acquisition,
100-year-old technology business VIAVI needed a compelling brand promise and campaign to unify its solutions.


VIAVI is a global, diverse, 3,600+ person technology business with specialisms in network test & measurement, network assurance, and optical solutions.

The task

Building on a history of innovation, VIAVI delivers a vast portfolio of solutions to a wide range of customers with few overlaps. This creates a unique comms challenge, where a single, focused brand needs to encompass everything, driving purchase preference in all areas of the business while creating a source of pride for employees.

Visual Assets was tasked to develop and articulate a new brand promise, creating an authentic umbrella brand message, then launch this promise with a distinct tone of voice, design style and campaign.

Our approach

Across desk-based research and in-depth interviews with senior stakeholders, we embedded ourselves in VIAVI’s world. By understanding the breadth of the business – and the consistencies that cross teams and departments – we ensured that the new brand came from a place of real authenticity.

Throughout our research, we heard that VIAVI is made up of problem solvers. Engineers work with engineers to figure out the most difficult technological challenges in the world. This human attribute became the foundation for our new brand promise – an attribute that is less focused on product, and more focused on the attitude and culture that makes VIAVI different.


Our new brand promise – United in Possibility – is a singular vision that ties everything VIAVI does together. It’s there in the way VIAVI is united as a team, but also united with customers to make the impossible possible through ingenuity and commitment.


Brand promise
Tone of voice
Messaging platform
Marketing collateral
Corporate video
Internal launch video

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