Award-winning Rebrand

In a landscape characterized by fierce competition and rapid technological advancements, especially with the rise of AI, our client recognized the need for a strategic rebrand to establish a distinctive identity and capture market share effectively.

Overall Strategy

• Competitive audit. We started with a comprehensive competitive audit, delving into the strategies, strengths, weaknesses, messages, and visual ID for the key players. We reviewed all external facing marketing, including websites, social media, webinars, videos, and analyzed industry and company press coverage. We gained valuable insights into market trends, competitor positioning, and emerging opportunities, laying a solid foundation for the brand framework.
• In-depth stakeholder interviews. We conducted in-depth interviews with the leadership team. These interviews unearthed valuable insights into perceptions, aspirations, and expectations, empowering us to craft a brand narrative that would resonate with all stakeholders. We made sure the rebranding efforts aligned with the business strategy and goals.
• Unique value proposition. Armed with a profound understanding of the competitive landscape and stakeholder insights, we crafted a new brand framework and value proposition that would set our client apart in the industry. The key essence of the rebrand was focusing on customers’ needs to have open and flexible compute for emerging opportunities in AI, cloud data centers, automotive, and embedded markets. Companies are frustrated with competitors forcing them into vendor lock-in, with no flexibility and speed to accelerate compute solutions. Through iterative ideation and refinement, we distilled the essence of their brand through a compelling narrative, encapsulating their distinct strengths and value proposition. The new vision: freedom to accelerate compute in automotive, data centers, and embedded markets with the tagline: freedom to innovate compute.
• Logo Redesign. The new logo we designed embodies a dynamic Vanguard Bird, symbolizing freedom and forward thinking. MIPS is at the forefront of progress and innovation, and our Vanguard Bird leads the way, breaks barriers, and symbolizes our cutting-edge technology. Its wings not only evoke movement and speed but also signify the precise processing of data. The redesigned website and new logo can be viewed here. https://mips.com/