Case Study

PCCW Global

How PCCW evolved into a contemporary technology brand

PCCW Global - Case Study


PCCW Global is a leading telecommunications provider, offering the latest voice and data solutions to multi-national enterprises and communication service providers. Their truly global coverage combined with local, on the ground knowledge has helped build best in class connections across the globe linking Asia, Europe, the Americas, the Middle East and Africa.

We work closely with the Global Marketing and Sales Team and during 2020 have developed a new brand and visual identity that is critical to repositioning the brand from a traditional telecommunications company to a contemporary and dynamic technology player.


  • Visual identity development phase - Somersault’s creative and design team developed five territories for presentation to Client, each with potential to carry multiple products across a all media channels. From this, two were selected for further development before one route was selected.
  • Go to Market Strategy - Somersault have facilitated workshops with Sales and Marketing to review how the product is being developed to address multiple customer segments and informing the development of go to market strategies audience segments. Our strategy and planning has also explored  competitors, market positioning, variations in features and benefits by segment and points of product differentiation. 
  • Expanded Visual Assets for Console Connect: We raised the possibility of a medium term plan to build on the visual identity to include the creation of a product visual toolkit that could be used in a variety of situations; print, presentation templates, video, animation, website graphics, infographics and more besides.


Live from July 2020, the new visual identity is in the process of being rolled out.