Harmonic is the world leader in Video workflow management and distribution systems, serving broadcast companies, content providers and other organizations that produce and/or deliver video content to the market. Growing through a series of strategic acquisitions, Harmonic had inherited a variety of brands, each with its own culture and loyal customers. To cement Harmonic’s role as market leader and position the company for maximum growth, DaynerHall helped launch an aggressive, multi-layered rebranding program to successfully integrate these brands under one master identity and establish cohesion across a deep portfolio of solutions. A key to the successful brand transformation was the departure from conventional product-centric images and messaging that simply glorified technology. Instead, Harmonic showcased what the market cared most about – the purity of the digital images that the technology delivered to consumers via TVs, laptops, mobile phones, iPads and virtual reality devices.
