Aerohive

Aerohive is an enterprise wireless company, providing corporate and industry mesh networking solutions. (Recently acquired by Extreme Networks for $272m) They required an updated design language for their soon to be released industry leading 802.11AX technology, which didn’t alienate or eliminate their existing brand equity. Three products were being introduced at launch and would need distinction within the line, but retain consistent messaging. The transitional design challenge was further complexified, as the PCB and antennae requirements were being revised in parallel to the design language development. Not the best scenario, but not uncommon in silicon valley, it requires language that can account for diversity in port placement, or shifting space requirements of internal components. The program began with a market survey to identify and place the brand within the competitive landscape. After which, five languages were presented on a strategic scale of risk / reward / impact. Engineering in Taiwan and marketing in California were engaged during the entire process and led to a selected direction, which the ODM moved forward.