Voxel dot Net: A Cloud Made of Fabric Rather Than Fog
Voxel dot Net is a complex hosting, managed services and cloud computing company located in NYC and has operated since 1999. This past January, Raul Martynek, became CEO and helped the firm conduct its first ever capital raise. As a former CEO of Eureka Networks and successful venture investor, Raul was well aware of the power - and the hype - surrounding all things "cloud". But one of the first things Raul realized when he got to Voxel was that they had something very different going on - something most hosting companies did not have - a deep, deep software development background, a rich heritage of open source and tech-agnotic development, and a compulsion to automate everything in the hosting and managed services realm with software. The founders had previously developed a popular OSS/BSS software platform and Voxel owned their own global IP network and CDN which - as a former telecom executive - Raul immediately recognized the power of having.
The combination of these elements allowed Voxel to do some very unique things. Like offer Universal Transfer - a bandwidth pricing scheme that treats bandwidth as simply another fluid infrastructure component that can flow freely from virtual server to physical server to CDN. No other provider does it this simply and logically. Voxel also allows customers to spin up, image and pay for dedicated physical servers on a per hour basis - just like everyone does with virtual servers. Whether its bandwidth, CDN, physical or virtual servers Voxel views them all as agnostic infrastructure components that should operate in a fluid, software-defined and automated fashion. Implied in all this is a sense that cloud isn't the be-all-end-all - it's just one piece of the puzzle and the goal is to make ALL the infrastructure elements work in a cloud-like fashion.
Raul recognized the unique capabilities & philosophy at Voxel - but he also recognized the company had little brand recognition and certainly nothing that captured this unique story or created any meaningful separation from other cloud providers. So he called Idea-ware.
We conducted our Brand-ware brand discovery process and delivered a full brand architecture under the theme of "infrastructure fabric" The idea is that "fabric" is a better metaphor than "cloud" for the qualities you want in your internet infrastructure:
- An infrastructure fabric stretches and flexes as your business does - It protects and covers you from external conditions like competitive pressures - It can absorb technology changes - It's made up of equal strands (network, CDN, VM, servers, etc) that are woven together to create something that has agile reflexes...
In other words - Voxel is an "Infrastructure that Always Fits". And this became the new tagline and brand story. We were even able to adapt their existing logo and reinterpret that as a fabric-like element.
The first piece we created was this new company brochure that captures the story of Voxel as a provider of infrastructure fabric. It was introduced at the CloudExpo show in NYC June to great feedback. The new brand is helping Voxel create greater awareness, promote a differentiated and valued add story and create more effective marketing programs. "Idea-ware helped us get to the heart of what makes Voxel unique," said Raul. "The Voxel story can now be delivered quickly, intelligently and fluidly in 30 seconds, it's memorable, and it's different from literally everyone else in this crowded market which is so critical to getting noticed. I've seen first-hand at trade shows, prospect appointments and other venues how people immediately respond to it when their eyes glaze over at every other provider's same old 'cloud' story. We couldn't be happier with Idea-ware's work."
Just another example of how Idea-ware builds powerful brands for telecom/tech firms looking to create meaningful grooves of separation from competitors.
Just a few shorts months after we completed our work for Voxel the company caught the attention of Internap, one of the most advanced network providers in the country and they agreed to acquire Voxelas the core of their cloud platform! We think this perfectly illustrates the way a great brand can add great equity value!