Infleqtion Point: Designing a Brand that Reflects Quantum Computing's Evolution
Infleqtion
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Project Scope:
Brand Strategy
Positioning
Brand Story (manifesto)
Messaging
Visual Identity
Business System:
PPT
Website
www.infleqtion.com
Infleqtion is a quantum computing company born out of one of the industry’s most respected quantum research facilities, Cold Quanta. The name “Infleqtion” is clearly a play on the word “inflection” and communicates that we are indeed at an inflection point: it’s time for quantum to come out of the lab and be deployed as a commercially viable technology.
Infleqtion builds and sells quantum sensors, positioning components, glass cells to contain cold atoms & lasers, AI driven quantum software, and quantum computers.
Their approach allows Infleqtion to make devices that are smaller, portable, and consistent. These scalable devices will allow Infleqtion technology to be used by more businesses and more people -- which allows Infleqtion to deliver on our promise to deploy quantum everywhere.
Help Infleqtion build and establish an original brand that is worthy of their mission, appeals to their target customers, and separates them from their competition.
Quantum technology promises a spectacular transformation to the world as we know it. This is a big promise that needs to be tempered with a healthy dose of humility and humanity.
Our approach needed to be thoughtful, comprehensive and cohesive, impacting customer touch points from brand strategy to a visual identity and website that would communicate clearly the coming out party of Infleqtion in the quantum marketplace.
Help Infleqtion build and establish an original brand that is worthy of their mission, appeals to their target customers, and separates them from their competition.
Quantum technology promises a spectacular transformation to the world as we know it. This is a big promise that needs to be tempered with a healthy dose of humility and humanity.
Our approach needed to be thoughtful, comprehensive and cohesive, impacting customer touch points from brand strategy to a visual identity and website that would communicate clearly the coming out party of Infleqtion in the quantum marketplace.
Our team was tasked with moving at the speed of a quantum computer to complete the strategy, identity, and website work under extremely tight deadlines in order to meet launch deadlines and tradeshow deadlines so the CEO could complete a $100M+ raise.
How do we translate an extremely complex and scientific company into one that is seen as more “human”? ColdQuanta is known in government, space, and academic circles but Infleqtion is a new name with a new mission: bringing quantum to everyone (which means selling in the commercial sector).
We asked, how do we sing the praises of what quantum can be without talking too much about a far off future or getting bogged down in the coolness of the tech?
The Infleqtion team was searching for a cohesive articulation of who they were as a company and required a visual identity that established them as legitimate contender to 800lb gorilla competitors like IBM, Honeywell, and Google.
The brand had to move fast and be nimble like a start-up but be built for extendability and the long haul like the global technology company they are.
Wildstory helped Infleqtion focus their brand and marketing strategy. This led to a clear vision and go to market strategy. With a laser focus on their target customers and the necessary brand assets the business was able to complete the build on their website, social media channels, launch and successfully raise capital as well as garner major media and press attention.
Our team was tasked with moving at the speed of a quantum computer to complete the strategy, identity, and website work under extremely tight deadlines in order to meet launch deadlines and tradeshow deadlines so the CEO could complete a $100M+ raise.
How do we translate an extremely complex and scientific company into one that is seen as more “human”? ColdQuanta is known in government, space, and academic circles but Infleqtion is a new name with a new mission: bringing quantum to everyone (which means selling in the commercial sector).
We asked, how do we sing the praises of what quantum can be without talking too much about a far off future or getting bogged down in the coolness of the tech?
The Infleqtion team was searching for a cohesive articulation of who they were as a company and required a visual identity that established them as legitimate contender to 800lb gorilla competitors like IBM, Honeywell, and Google.
The brand had to move fast and be nimble like a start-up but be built for extendability and the long haul like the global technology company they are.
Wildstory helped Infleqtion focus their brand and marketing strategy. This led to a clear vision and go to market strategy. With a laser focus on their target customers and the necessary brand assets the business was able to complete the build on their website, social media channels, launch and successfully raise capital as well as garner major media and press attention.
The lack of clarity is what holds most businesses from moving forward. In order to gain clarity, Wildstory’s Chief Strategist, Marc Gutman, led a comprehensive brand strategy process. Conducting 10+ interviews, desk research, and analyzing research provided by the client, the Wildstory team mined these inputs to arrive at a series of Ah-ha insights.
The insights informed a focussed brand DNA including purpose, mission, vision, values and a strong, differentiated position of: Quantum for Everyone.
Included in the Brand DNA was a distinct personality and brand language that created a toolkit to be used by the entire organization to inform all communications. This defined the brand’s personality: how it should look, sound, and act.
The lack of clarity is what holds most businesses from moving forward. In order to gain clarity, Wildstory’s Chief Strategist, Marc Gutman, led a comprehensive brand strategy process. Conducting 10+ interviews, desk research, and analyzing research provided by the client, the Wildstory team mined these inputs to arrive at a series of Ah-ha insights.
The insights informed a focussed brand DNA including purpose, mission, vision, values and a strong, differentiated position of: Quantum for Everyone.
Included in the Brand DNA was a distinct personality and brand language that created a toolkit to be used by the entire organization to inform all communications. This defined the brand’s personality: how it should look, sound, and act.
Knowing who you compete against may be even more important than knowing yourself. To gain clarity around what the main competitors were saying and who they were talking to we were able to devise a brand strategy and identity strategy that was differentiated from the competition and eliminated any confusion by the marketplace.
Using the Brand DNA as the foundation, Wildstory delivered a complete narrative that wove all Brand DNA components into an emotional manifesto. The Infleqtion manifesto sets the tone for the brand and is used to demonstrate to prospective employees what Infleqtion is all about. It has become the spine of most key messages in the marketing program and allows the company’s purpose, mission, vision, values, business objectives, and personality to be communicated clearly and with resonance.
Through a series of exercises in the brand strategy session, we were able to extract and refine the key pillars of the brand.
Knowing who you compete against may be even more important than knowing yourself. To gain clarity around what the main competitors were saying and who they were talking to we were able to devise a brand strategy and identity strategy that was differentiated from the competition and eliminated any confusion by the marketplace.
Using the Brand DNA as the foundation, Wildstory delivered a complete narrative that wove all Brand DNA components into an emotional manifesto. The Infleqtion manifesto sets the tone for the brand and is used to demonstrate to prospective employees what Infleqtion is all about. It has become the spine of most key messages in the marketing program and allows the company’s purpose, mission, vision, values, business objectives, and personality to be communicated clearly and with resonance.
Through a series of exercises in the brand strategy session, we were able to extract and refine the key pillars of the brand.
Wildstory developed an entire identity system to make sure every customer touch-point reflected the brand.
The logo process started with deep exploration of lasers, atoms, and other quantum related inspiration.
Wildstory developed an entire identity system to make sure every customer touch-point reflected the brand.
The logo process started with deep exploration of lasers, atoms, and other quantum related inspiration.
The client was then presented with Stylecapes - moodboards on steroids - that allow for exploration and visualization of possible paths. Once the style was agreed upon the next step was logo, typography, and color execution.
The client was then presented with Stylecapes - moodboards on steroids - that allow for exploration and visualization of possible paths. Once the style was agreed upon the next step was logo, typography, and color execution.
The new identity included a strong logo and wordmark based on the laser array in the Infleqtion technology. A clever design element in the Infleqtion “q”, named the Infleqtion “flick” became a design element and not only is an intriguing component in the wordmark but is used as a pattern and texture in the design kit.
The new identity included a strong logo and wordmark based on the laser array in the Infleqtion technology. A clever design element in the Infleqtion “q”, named the Infleqtion “flick” became a design element and not only is an intriguing component in the wordmark but is used as a pattern and texture in the design kit.
A new color palette, and a new typeface were also introduced. This created a cohesive experience and atmosphere for both the physical locations and its digital extensions.
All assets were presented in a comprehensive style guide so that brand standards and consistency would easily be maintained across all teams.
A new color palette, and a new typeface were also introduced. This created a cohesive experience and atmosphere for both the physical locations and its digital extensions.
All assets were presented in a comprehensive style guide so that brand standards and consistency would easily be maintained across all teams.
In order to communicate effectively a complete business system including PowerPoint templates, business card templates, and email signatures were created.
In order to communicate effectively a complete business system including PowerPoint templates, business card templates, and email signatures were created.
A show stopping trade show booth announcing the launch of Infleqtion was designed and implemented.
A show stopping trade show booth announcing the launch of Infleqtion was designed and implemented.
Eye-catching social media covers were created in order to communicate across all major channels.
Eye-catching social media covers were created in order to communicate across all major channels.
Just like building a quantum computer, it take strong foundation to build a brand.
Just like building a quantum computer, it take strong foundation to build a brand.
Website Design & Implementation
While a new website was needed the challenge went well beyond design. The marketing team was saddled with a legacy custom Wordpress site. Every time they wanted to add news or an event or make a change the site would either break or they had to involve an expensive developer. Working with Infleqtion's requirements, Wildstory designed an elegant website concept. Once approved by Infleqtion, Wildstory executed the low code build ensuring that the Infleqtion marketing team could easily update their site on their own without any special website expertise, coding, or design tools.
Website Design & Implementation
While a new website was needed the challenge went well beyond design. The marketing team was saddled with a legacy custom Wordpress site. Every time they wanted to add news or an event or make a change the site would either break or they had to involve an expensive developer. Working with Infleqtion's requirements, Wildstory designed an elegant website concept. Once approved by Infleqtion, Wildstory executed the low code build ensuring that the Infleqtion marketing team could easily update their site on their own without any special website expertise, coding, or design tools.
Wildstory assisted in the copywriting ensuring that the messaging from the brand strategy was not lost and carried through the site while communicating the essential company information on each page. Visual content and assets were also created to give the website a look and feel of sophistication while remaining welcoming as to not intimidate those not too familiar with quantum technology.
The website was scoped to be executed in record time and Wildstory was able to bring this project in on time and on budget.
Wildstory assisted in the copywriting ensuring that the messaging from the brand strategy was not lost and carried through the site while communicating the essential company information on each page. Visual content and assets were also created to give the website a look and feel of sophistication while remaining welcoming as to not intimidate those not too familiar with quantum technology.
The website was scoped to be executed in record time and Wildstory was able to bring this project in on time and on budget.
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