Launching the GenSoC category
XMOS is a semiconductor company, long known for audio, now positioned as a leader in AI-enabled, software-defined hardware.
Strategy
XMOS wanted to become well-known for more than audio applications, without alienating its current customer base. It needed a new brand identity and narrative to reflect its position as a leader in AI-enabled software-defined hardware.
Execution
We launched a new category of hardware, with XMOS positioned as the leaders in Generative System-on-Chip (GenSoC). We delivered a fresh brand identity and website, while communicating a new narrative that places AI-driven system design at the heart of the XMOS offering.
Results
The new XMOS website provides a fresh and clear brand identity, while conserving its heritage of excellence. GenSoC was launched as a category with an exclusive interview in EETimes, and a panel session at the OxGenAI Summit, and the category is already achieving cut-through, and being used organically in third-party outlets.
- Client
- XMOS
- Country
- United Kingdom
- Area of business
- Semiconductors
- Services
- Strategic messaging and positioningBrand strategy and buildingMedia relationsEvents and conference appearances
“The hardware landscape is changing rapidly with the advent of generative tools for system design, and XMOS is at the forefront of this evolution. The Commplicated team has created a narrative and brand that combines our extensive audio heritage with our current position as the leading producers of GenSoCs, delivering an identity that expertly reflects our past, present and future.”
