In the intimate community of Silicon Valley, JDSU was a respected elder. They had seen the entire evolution of the tech industry over their 90-year history. And the next evolution would be theirs. JDSU announced that it planned to separate into two distinct companies. Its $800 million optical components and lasers business, which supplies virtually every communications network in the world, would become for the first time, its own, stand-alone, entity.
The JDSU name was well known, yet its brand had lost focus through a series of acquisitions spanning over 30 years. Increasing competition was also feeding perceptions of commoditization. The spin-off was an opportunity to reinvigorate an industry leader around a dynamic and attractive market opportunity.
Forging a new identity; managing a legacy
JDSU’s new spin-off company, composed of optical components, lasers and 3D-sensing technologies, needed to tackle several key challenges: redefining its focus, expanding into emerging markets and managing associations with legacy JDSU. Additionally, employees and vendors needed to understand and support the successful transition.
We developed a forward-looking brand positioning, “Agility at scale.” It speaks to the company’s ability to help customers keep up with their evolving needs, by offering the agility of smaller competitors and the critical scale of an industry leader. Lumentum was chosen as the new name, built from light, enlightenment and active momentum. A messaging playbook was also created to articulate the new story to key internal and external stakeholders.
The name and logo tell a story of brilliance and momentum. Within the wordmark, two agile lines work together closely and dynamically. They capture the company’s focus on better solutions through partnership and express its ability to scale quickly and nimbly. The new colors wink to JDSU’s legacy while signaling the breadth of tailored solutions Lumentum provides.
Discover what else light can do
Our collaboration helped energize employees, who have embraced the new identity. A year out from the spin off, the company reported record revenues that grew 16 percent on the previous year. And leadership remains excited about the opportunities presented by the new brand story.
Lumentum’s lasers were a critical component in the first high-volume 3D-sensing gaming application. They now enable next-generation capabilities for a diverse and ever-growing number of consumer electronic applications.
Identity Design, 2016