Wireless Broadband Alliance
After working with WBA’s global marketing team for a number of years, I was entrusted to lead a considered refresh of the organisation’s brand identity to coincide with its 20-year anniversary. The direction focused on evolution rather than reinvention – respecting WBA’s established presence within the broadband and Wi-Fi industry while bringing greater clarity, consistency and confidence to how the brand showed up globally.
The visual update refined what already existed. The colour palette was tightened, the logo subtly modernised, and typographic, image and copy styles clearly defined for the first time. This new level of art direction created cohesion across previously disparate touchpoints, allowing WBA to present itself as a credible, forward-thinking authority without alienating its long-standing, corporate audience.
While digital was the primary focus – spanning the website, member portal and social channels – the brand system was designed to scale beyond the screen. Particular attention was given to how the identity translated into physical environments, most notably WBA’s annual global congress.The strategic goal was to reposition WBA as a visible industry thought-leader, not just a technical alliance. As the organisation matured, its brand needed to better reflect its influence, expertise and global reach, while remaining familiar to its established membership base.
Working closely with internal stakeholders, the refresh introduced structure and hierarchy where none previously existed. Clear brand guidelines, refined messaging and consistent art direction allowed the marketing team to communicate with greater authority and efficiency across regions and platforms.
The annual WBA Congress – hosted across the US, Asia and Europe – became a key moment to bring the brand to life physically. The refreshed identity was applied across stage design, signage, collateral and digital experiences, creating a coherent and recognisable presence in real-world spaces. This shift helped WBA move from a purely functional identity to one that felt tangible, contemporary and confident – reinforcing its position at the centre of the global broadband ecosystem.
to be continued
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Art Direction
Brand Building
Marketing Strategy
Print + Digital Design
Wireless Broadband Alliance
After working with WBA’s global marketing team for a number of years, I was entrusted to lead a considered refresh of the organisation’s brand identity to coincide with its 20-year anniversary. The direction focused on evolution rather than reinvention – respecting WBA’s established presence within the broadband and Wi-Fi industry while bringing greater clarity, consistency and confidence to how the brand showed up globally.
The visual update refined what already existed. The colour palette was tightened, the logo subtly modernised, and typographic, image and copy styles clearly defined for the first time. This new level of art direction created cohesion across previously disparate touchpoints, allowing WBA to present itself as a credible, forward-thinking authority without alienating its long-standing, corporate audience.
While digital was the primary focus – spanning the website, member portal and social channels – the brand system was designed to scale beyond the screen. Particular attention was given to how the identity translated into physical environments, most notably WBA’s annual global congress.The strategic goal was to reposition WBA as a visible industry thought-leader, not just a technical alliance. As the organisation matured, its brand needed to better reflect its influence, expertise and global reach, while remaining familiar to its established membership base.
Working closely with internal stakeholders, the refresh introduced structure and hierarchy where none previously existed. Clear brand guidelines, refined messaging and consistent art direction allowed the marketing team to communicate with greater authority and efficiency across regions and platforms.
The annual WBA Congress – hosted across the US, Asia and Europe – became a key moment to bring the brand to life physically. The refreshed identity was applied across stage design, signage, collateral and digital experiences, creating a coherent and recognisable presence in real-world spaces. This shift helped WBA move from a purely functional identity to one that felt tangible, contemporary and confident – reinforcing its position at the centre of the global broadband ecosystem.