CSG is a global technology company that helps clients launch and monetize digital entertainment services. They help top-100 global communications providers including AT&T, Charter Communications, Comcast, DISH, ESPN and Verizon adapt to a more connected future. They have a reputation for excellence and innovation, but new market dynamics, fresh competition and price pressures were forcing their clients to rethink their business models. CSG needed to convince their clients they could anticipate and adapt to keep them competitive.
Research showed a lack of global brand awareness and neutral brand perception. CSG wasn’t in the consideration set of new customer targets, and their history as a legacy billing provider created a misconception about their capabilities. We undertook a transformative brand initiative, including a refreshed identity, that reinforced a commitment to their core values. The brand got a new look and language while advertising, sales tools, templates and website all got foundational makeovers.