Webex Rebrand

Reimagining the visual identity of a global communication platform.

Year
2021

Client
Cisco

Brand Design

Credit: AKQA, Koray Ekremoglu, Josh Gillick, Brie Brewer, Irene Huang, Lily Liu, Tony Ngyuen, Colin Kent, Mikhail Williams, Webex Creative Studio

In the competitive landscape of virtual collaboration tools, Webex sought to revamp its brand identity to resonate more effectively with its audience while modernizing its visual language and overall brand experience.

Challenges

Webex needed to roll out a refreshed brand identity on an accelerated timeline, requiring rapid execution across thousands of assets. The challenge was ensuring consistency and scalability while adapting the new brand system across digital platforms, marketing materials, and product interfaces—without compromising quality.

Approach

Working closely with AKQA and internal teams, the new visual system was implemented across web, social, and marketing touchpoints. A focus on precision, accessibility, and adaptability ensured a seamless brand rollout at scale within the tight deadline.

Impact

3.7k

System assets created

200+

Brand guideline pages

100%

Remote with the Webex app

Branding elements including logo, color palette, typography, composition, iconography, illustration, photography, motion, and sonic design on a black background.
Cisco Sans TT Typeface showing Light, Regular, Medium font styles on black background.
Animated gif of brand color palette
Collage of Webex collateral, featuring diverse people in video calls, a Webex device, and text slogans like 'Decisions made by everyone' and 'Ideas made in full collaboration.'
Family sitting on couch, man wearing headphones using laptop, woman reading book, child smiling
Person holding smartphone with messaging app open
Man sitting on a step, wearing headphones and using a smartphone, surrounded by plants.
Man wearing headphones smiling at laptop
Woman wearing over-ear headphones, smiling.
Close-up of a Cisco webcam mounted on a screen.
Webex homepage showing video call interface with diverse participants, text stating "Webex App. Work how you like, where you like," and options to start for free or watch a video.
Dark-themed messaging app interface with navigation icons, chat section named 'Team: Mike’s Bikes', user 'Bradon Burke' in a meeting, and groups labeled 'Identity Design' and 'Sourcing', showing two unread messages.
Close-up of smartphone screen displaying Webex app icon with the time 9:41.
Webex by Cisco login screen with email address field, next button, and join meeting option.
Person wearing black t-shirt with white webex logo on chest
White tote bag with 'webex' logo, text 'Technology for humans,' and a pink thumbs-up graphic.