Cyberia
Consumer-driven, brand-centered – Lebanon, Jordan, KSA
1996 – Ongoing
  • WORK OVERVIEW
  • Rebranding
  • sales, marketing and communication
  • Cyberia Racing Team

When we were approached by Cyberia in 1996, it was for the design of a one-off printable in sync with a pre-existing identity. But the conversation quickly turned to more fundamental matters. Our recommendation was to completely reposition and rebrand, based on an insight into the Lebanese market. At the time, internet service providers were still relatively new and the public perceived the online world as unfamiliar territory: technical, obscure, complicated. The idea was to transform the Cyberia brand into a household commodity: simple, reliable, affordable. Technology-driven visual codes were stripped away and a mass consumption aesthetic took over, one that in fact could belong to any other consumer product. In order to be effective, this strategy needed to go beyond the identity scheme and into an inventive sales operation supported by innovative methods, brand-focused communication, and an aggressive yet economical public presence. Internet became for everyone.

  • WORK OVERVIEW
  • Rebranding
  • sales, marketing and communication
  • Cyberia Racing Team
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