Viavi

Formerly part of JDSU, Viavi Solutions launched as a standalone technology company serving communications networks, enterprises, and government agencies worldwide. Viavi partnered with Lippincott to develop a new identity that would signal a forward-looking vision while reflecting the company’s mission of transforming complexity into clarity and actionable insight.

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Approach

Developed the identity and visual system to express the meaning behind the name Viavi, combining the ideas of “via” (the way) and “vi” (vision). The design language emphasizes clarity and precision, reflecting the company’s role in making complex networks visible and understandable.

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Outcome

The new brand established a modern, confident identity for the newly independent company. A distinctive purple brand color created a recognizable visual signature across communications and helped build equity in the new brand. An expressive culture book introduced the brand internally through a comic-book hero narrative, celebrating employees as the driving force behind the company’s next chapter during a period of organizational change.

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