CUBIC3
Connecting the world. Changing the world.
The Brief:
Reposition Cubic to reflect who they had become.
Seen as just a telco, in reality, they were pioneering category-defining, supersmart software. And they needed a brand to match.
The solution:
Cubic, cubed. The identity evolved Cubic into Cubic³, introducing the cubed symbol as part of the new identity.
The idea was simple: possibilities multiplied. People are no longer buying horsepower but powerful in-car experiences. The opportunities are vast. And Cubic’s prolific platform could help car manufacturers make the most of it.
The result was a cleaner, more distinctive brand reflecting Cubic³’s epic software expertise and expanding role in the future of the automotive industry.
The numbers:
21% Increase in revenue post-launch.
Awards:
Transform Awards 2026. Silver and 3 bronze awards
My role spanned both brand strategy and rollout, including positioning, messaging, product and services architecture, product naming, brand guidelines, sales decks, eBooks and the brand book.
