Aruba Networks built a global reputation providing smart, powerful mobile networks with a customer-centered approach. But by the fall of 2013, the company’s brand no longer reflected its business proposition. Aruba offers integrated, software-enabled solutions to optimize mobile network capability. So, we were hired to reposition the brand, develop a new messaging strategy and refresh its brand identity. As a result, HP announced its intent to acquire Aruba, in a deal valued at approximately $3B.