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Illuminating IoT with a new brand
We developed a name and identity for an advanced new position tracking platform from RX Networks.
Mystique over specifications
We rejected typical B2B conventions of literal names and feature lists, crafting enigmatic positioning that gradually revealed depth. After generating and testing dozens of viable candidates, we settled on "Fathom" to convey illumination and intelligence, cutting through trillions of data points to make sense of information. Rich black backgrounds with brilliant Fathom Blue accents visualized bringing light to dark business aspects. Premium packaging and sophisticated design elevated the product above commodity competitors.
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The hexagon symbol represented the device form-factor, which incorporated six antennae while three varying lines formed an "F" representing pulsating information flows.
Constellation-like network graphics pierced through darkness, symbolizing Fathom's illuminating power. Matte black casing with polished glass created B2C-level desire in B2B space. Every touchpoint reinforced premium positioning, from hardware silhouette to packaging design, merging form with function to signal groundbreaking performance through sophisticated aesthetics.
Breakthrough in nexus of mobile
Mobile World Congress 2016 launch generated immediate intrigue, with attendees calling the brand "unlike anything they'd ever seen." The enigmatic approach successfully differentiated Fathom from predictable competitors relying on safe naming and familiar schemes. People actively stopped to inquire about the company, validating the mystique strategy. The brand planted seeds of intrigue that initiated customer engagement journeys rather than simply listing capabilities.
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Senior leadership confirmed the brand exceeded expectations, creating the coveted trade show result of making people want to stop and ask questions.
It is hard to create a brand that stands out in the crowded environment we all have to operate in. More than just creating a name, Skyrocket brought together the literal, physical and emotional elements of our Fathom brand. At our first trade show this resulted in what everyone hopes for: it made people want to stop and ask about our company. It didn’t baffle, it didn’t answer, it planted a seed of intrigue — the first step in engaging the customer on the sales journey.
– Adrian Stimpson, Sr. Vice-President
The sophisticated identity proved intriguing enough to turn heads while performance kept attention fixed. Physical, literal, and emotional brand elements converged to position Fathom as a product of the future. The premium positioning overcame late-market entry disadvantages, establishing Fathom as a sophisticated player worthy of attention despite arriving after first movers.
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