GlobalFoundries
Delivering a new era of more
Accelerating growth for America's leading semiconductor manufacturer
Challenge
It’s likely that many of the products you use every day—from your phone to your automobile—are made with semiconductor chips that GlobalFoundries (GF) manufactured. Given how pervasive their technology is, they play a vital role in our lives today, as well as how technology advances. In 2018, they pursued a new business strategy and doubled down on process technology solutions that enable smarter, not smaller, chip design. The bold new direction resulted in a transformation for the company, and they needed a brand story and visual identity to reflect the new GF.
Insight
By working closely with GlobalFoundries, our team identified an opportunity for the brand to own a challenger position in an industry that has been conditioned to think innovation happens only at the bleeding edge on single-digit nanometer nodes. But GF’s distinctive approach of taking process technologies and adding unique features tailored to application and market is proof that innovation happens at all technology nodes. That unique type of innovation, combined with a completely customer-centric view that allows them to be true partners and being the only semiconductor manufacturer with a global footprint are significant attributes that differentiate GlobalFoundries.
Answer
These insights laddered up to the core idea of ‘Delivering a new era of more’ which was articulated to convey that GF is a catalyst for change that maximizes the impact of semiconductor technology to deliver more capabilities, efficiencies and intelligence. We designed a new logo, capitalized on GF’s distinctive warm color palette, and used simple typography to create a cohesive visual identity. These elements, coupled with GF’s new bold and transformative business strategy, work together to create an identity that communicates their impact, captures their challenger spirit, and visually expresses the strategic positioning of delivering a new era of more.
With a better representation of who they are and what they stand for, GF will continue to be a facilitator for change, while driving differentiation, innovation, and growth in the semiconductor industry.
Results
Three months after unveiling their new brand, GF started trading on the Nasdaq stock exchange. Raising nearly $2.6 billion in their IPO with Nasdaq, GF marked the largest U.S. IPO by proceeds raised in 2021 and the largest semiconductor IPO in history.
With a better representation of who they are and what they stand for, GF received 79,030 site page views on the day the corporate rebrand launched and since then, pageview traffic has increased by 159% and social media referrals have also increased by 147%.