WiFeed
Tech / B2B
From Wi-Fi management to building a new connectivity category.
From Wi-Fi management to building a new connectivity category.
1. CONTEXT
WiFeed was born in the Wi-Fi marketing space, with a screen that captures user data and displays an ad to unlock internet access. By listening closely to its customers, the company discovered that the real problem was much bigger: simplifying Wi-Fi access management and eliminating vulnerabilities in the process. It moved beyond marketing and deep into IT, security, and infrastructure for some of Brazil’s largest companies, including telecom operators, retailers, banks, hospitals, shopping malls, and industrial companies.
WiFeed was born in the Wi-Fi marketing space, with a screen that captures user data and displays an ad to unlock internet access. By listening closely to its customers, the company discovered that the real problem was much bigger: simplifying Wi-Fi access management and eliminating vulnerabilities in the process. It moved beyond marketing and deep into IT, security, and infrastructure for some of Brazil’s largest companies, including telecom operators, retailers, banks, hospitals, shopping malls, and industrial companies.
2. CHALLENGE
The company had matured, but the way it presented itself to the market still told a smaller story than the one it had actually become. The challenge wasn’t just visual communication, it was strategic. How could WiFeed articulate what it was becoming without closing the door on what had brought it this far?
The company had matured, but the way it presented itself to the market still told a smaller story than the one it had actually become. The challenge wasn’t just visual communication, it was strategic. How could WiFeed articulate what it was becoming without closing the door on what had brought it this far?
3. SOLUTION
The work began by understanding the company’s vision for the future and translating it into a new category definition: unified connectivity. This became the foundation for how WiFeed positions itself, with pioneering spirit, technical authority, and confidence for its customers. From this definition, the brand consolidated its identity as a whole: who it is, what it does, why it exists, and where it is headed , through a process co-created with the WiFeed team from start to finish.
The work began by understanding the company’s vision for the future and translating it into a new category definition: unified connectivity. This became the foundation for how WiFeed positions itself, with pioneering spirit, technical authority, and confidence for its customers. From this definition, the brand consolidated its identity as a whole: who it is, what it does, why it exists, and where it is headed , through a process co-created with the WiFeed team from start to finish.
4. RESULTS
WiFeed moved beyond Wi-Fi marketing to lead a category it helped create: unified connectivity. Alongside the new brand, the company launched Wi-Fi Pass, a new solution that entered the market with much greater authority, backed by its new positioning. All of this reflects the scale of an operation with more than 800 clients, 15,000 locations across Brazil, and nearly 100,000 access points under management.
WiFeed moved beyond Wi-Fi marketing to lead a category it helped create: unified connectivity. Alongside the new brand, the company launched Wi-Fi Pass, a new solution that entered the market with much greater authority, backed by its new positioning. All of this reflects the scale of an operation with more than 800 clients, 15,000 locations across Brazil, and nearly 100,000 access points under management.
“The new brand was about much more than redesigning a logo. It was a process of understanding who WiFeed is today and where we want to go. Bolden did an exceptional job of immersing themselves in the company and translating all of that into an identity that truly represents who we are.”
“The new brand was about much more than redesigning a logo. It was a process of understanding who WiFeed is today and where we want to go. Bolden did an exceptional job of immersing themselves in the company and translating all of that into an identity that truly represents who we are.”
Bruno, CEO