Communication Without Boundaries

Avaya was created when Lucent Technologies spun off the division in 2000. It is the birthplace of platform-agnostic communication: internet protocol telephone & video, voicemail thru email, and email read over voicemail all started here. Our challenge was to bring the brand to life with an engaging

identity and advertising campaign that distilled an esoteric technical story into a verbal and visual language that bridged cultural divides among millions of people in 70 launch nations. The solution is at once global and sophisticated, yet human and warm. It is communication without boundaries.

The 600-pound guerilla: on Monday, October 1, 2000, Avaya went public in a big way. Traders arrived at a NYSE wrapped in Avaya's signature characters. This was one corporate takeover no one on Wall Street could miss.

  • Dockers Khakis_ Not Your Dad's Pants

  • PepsiCo_ Philosophical Differences

  • Avaya_ Communication Without Boundaries

  • Target_ Clutter Cutter

  • Nyne_ Forward Fashion

  • Janus_ This brand looks like money.

  • Rearden Commerce_ The Anti-Dot-Com

  • Charles Chocolate_ One Very Hot Chocolate

  • BACtrack_ A Breath of Fresh Air