Next is a technology company that captures and delivers live and on-demand virtual reality experiences enabling viewers to “experience” live events from the comfort of their homes–in real time. Roughly 7 years after being founded in 2009, Next came to INK with a need to rebrand in anticipation of a major pivot. Previously, the firm was focused on its propriety video compression technology and was planning a major push into the virtual reality market.
INK began by immersing ourselves in their technology and culture to see what this innovative experience was like for the trend-setting consumer. INK then researched their target audience, core competitors and key executives and crafted the core positioning of the company. Once the positioning was established, INK modernized their logo. Executives described the previous brand as “weapons grade”, which needed to be softened and elevated for mass-market consumption, while paying homage to the roots of the organization.
In an effort to raise funding, INK created an investor pitch deck and brand video, which were used to generate over $80M in funding from Chinese venture capitalists. Once funded, INK got to work in launching this new brand, starting with a new website and marketing collateral. Moving extraordinarily fast, INK developed a go-to-market strategy and began deploying media to promote their new partnership with the NBA and NFL.