Cisco’s Leap into the Future: Building a Brand that Embodies Bold Innovation

Awards
  • Gold: MUSE Creative Award for Corporate Identity 
  • Gold: Transform Award for Best development of a new brand within an existing brand portfolio
Their Story

For decades, Cisco has shaped the backbone of the internet, connecting billions across the globe. As AI, Web3 and other emerging tech fields began to flourish, Cisco needed a fresh approach to venture beyond its traditional scope. They created an incubator committed to exploring daring ideas, pivoting quickly and sparking game-changing breakthroughs. The new brand had to excite internal teams, attract inventive thinkers and highlight Cisco’s determination to move into uncharted territory.

The Challenge / Our Solution 

We began by speaking with Cisco executives and studying the most forward-looking tech incubators. From these discussions emerged “Outshift,” a name that hints at perpetual progress and reinvention. We anchored Outshift in the brand positioning “Build Amazing,” capturing the drive to create what hasn’t existed before—whether that’s in advanced security or the frontier of Web3.

The Outshift logo merges Cisco’s familiar visual elements with a bolder, more dynamic twist, reflecting a brand that honors its roots while embracing a future of rapid experimentation. We also created three unique sub-brands within Outshift—each with its own style, yet united by a shared aesthetic and mission.

The Results

Launched at Cisco’s annual conference, Outshift immediately drew attention with a cohesive brand rollout that included booth designs, digital ads, social media graphics, custom email templates, brand videos, and more created in just eight weeks’ time. Outshift not only debuted as Cisco’s next big leap, but it also earned top honors, including Gold at the MUSE Creative Awards for Corporate Identity and Gold at the Transform Awards for Best Development of a New Brand Within an Existing Brand Portfolio. Now, Outshift stands as Cisco’s rallying cry for fearless exploration—an invitation to push boundaries and help shape the technologies that will define the future.

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