Ixia
Getting acquisition-ready with a unified brand
Ixia delivered network testing, visibility, and security solutions that let enterprises, service providers, and equipment manufacturers optimize network performance and resilience.
The Challenge
Ixia was a network testing company that wanted to position itself as a network security leader. Following multiple acquisitions, Ixia’s offerings spanned testing, visibility, and security, but no one understood what Ixia did anymore. Furthermore, the security industry was saturated with fear-based messaging, and Ixia wanted to stand out visually and through its messaging. Ixia needed a brand voice and design system that reflected its new identity while ensuring consistency across marketing, sales, and product teams.
Our Solution
We repositioned Ixia as a confident, forward-thinking brand, moving away from fear tactics. This included crafting a compelling brand story that positioned it as an authority on network security, developing a cohesive editorial voice, and implementing a design system that extended from digital to print and out of home (OOH) assets. Bright and inviting imagery reinforced trust, while unified messaging positioned Ixia as an integrated and comprehensive network solutions provider. Within a year of our work, Keysight Technologies acquired Ixia for $1.6 billion.
Deliverables:
Customer insights
Persona development
Positioning
Messaging
Brand design system refresh
Brand book (Brand, style, and editorial guidelines)
Website creative direction
Sales enablement materials
Presentation decks
Print collateral
Out of home design
