Globalstar
REBRAND & DESIGN IMPLEMENTATION
Globalstar is a pioneer in the Low Earth Orbit (LEO) satellite connectivity – having launched its first satellite constellation in 1998. The company has evolved dramatically in the past decade with its product and service offerings, shifting focus from satellite phones to loT solutions and satellite network connectivity. This new product and service offering required targeting a new set of customers and prospects from enterprises to value-added resellers, value-added manufacturers and OME’s.
Project
Globalstar’s brand – positioning, messaging, and identity – had not kept up with its changing role in the marketplace. Growing competition in the loT space and new players entering the satellite connectivity market eroded Globalstar’s brand identity and diluted its brand awareness. As a legacy technology brand in its third decade, this satellite innovator faced steep and diverse challenges.
Sweeney saw an opportunity to refresh Globalstar’s brand identity to accurately and compellingly tell its 30+ year story, building on its rich history while bringing the brand into the 21st century. In just six months, we repositioned Globalstar as a pioneer, leader, and innovator of satellite technologies that connect and protect companies’ most valuable assets in ways that make everyone smarter.
Rebrand
We initiated the rebrand through a focused discovery process that involved auditing key marketing and sales personnel, as well as corporate leadership. These interviews helped to confirm challenges and opportunities, identify target audiences, document priority goals and initiate the personal development and journey-mapping processes.
In addition, we conducted secondary research of both direct and indirect competitors to help assess Globalstar’s position and USP in the marketplace.
Key Elements
All elements of the Globalstar identity – logotype, word mark, emblem, and tagline – were appropriately redesigned to be timely and timeless, to function effectively in digital environments, and to be applied consistently across all platforms and materials.
Tagline – The new tagline “Connect smarter” cuts to the heart of the Globalstar story. It captures who they are, what they do, how they do it. And it speaks to the company’s mission and results as a trusted global leader in the satellite connectivity and communications industry.
Circle Of Life
Globalstar challenged Sweeney to create a way to differentiate its use of photography. Sweeney created a visual treatment it (cheekily) named the “circle of life.” The fundamental visual shape of the Globalstar brand is the circle, which reinforces not only the global in its name – which speaks to the true reach of its products and services to pretty much everywhere on the planet – but also tells the story of the company’s own LEO satellite constellation that makes it all happen, circling the Earth, connecting, and protecting people and asset.
Some background from NASA: “Earth’s axis is tilted about 23 ̊, causing the latitude of the sun to vary from 23 ̊ north of the equator at the beginning of northern summer to 23 ̊ south of the equator at the beginning of northern winter. On Earth, that tilt is the primary reason for the differences in weather we observe between summer and winter.” Sweeney used the 23 ̊ angle as a subtle, unexpected visual element that ties into the global, which is so important to the Globalstar brand and what the company provides. Globalstar helps customers all across the globe — especially in its most deserted areas — with connectivity provided by its satellites orbiting around our beautiful, 23 ̊-tilted planet. The 23 ̊ angle is included in the actual logo and tagline and is used as a graphic element in visual communication.
Results
The new branding was instrumental in helping Globalstar elevate its business with key partnerships, new leadership and take center stage in the satellite and IoT technology space.
The new branding launched as Apple announced a new partnership with Globalstar.
In early Sept. 2023, Globalstar announced significant changes with the new C-suite leadership, including the hiring former CEO of Qualcomm Paul E. Jacobs, Ph.D. as the company’s new CEO.
