Galvanizing and celebrating a unified culture for a merged market leader.

Operating over 1,100 store locations across 46 states, A Wireless came to BrandingBusiness in 2016 as Verizon’s largest retail partner. Backed by private-equity group Lone Star and in support of its aggressive growth strategy, the company had just completed three significant acquisitions: Z Wireless, 4G Wireless and Diamond Wireless.

These acquisitions and the company’s rapid growth had created the need for a powerful employer brand that would bring the combined organization together under one vision, one culture, and one name.

BrandingBusiness undertook a comprehensive and rigorous set of research streams to understand the market’s dynamics, segment needs and cultural differences across the various companies. The resulting brand positioning platform, core statements, brand name and identity system became the foundation of the new company, and the blueprint of an inspiring new destination. Forged from the concept of the combined organization’s winning culture, Victra was born.

Victra was—and remains today—a central element of the mobile age, empowering guests to live better lives by expertly connecting them with the right products and solutions in a caring, fun and trustworthy manner. It was up to BrandingBusiness to infuse these concepts into the hearts and minds of employees across the organization. Understanding the reality that Verizon is the guest-facing brand, Victra stands as an energetic backdrop—driving how the company recruits, educates and empowers its people to succeed every day.

To reinforce just how crucial and impactful the new brand would be to the company’s collective future, Victra also asked BrandingBusiness to lead the effort to effectively launch and educate more than 5,000 employees on what Victra means—and more importantly, what it means to them.

In addition to designing and producing all of the launch event assets and materials (including banners, presentations, videos and 3D displays), BrandingBusiness aided in the creation of updated materials for recruiting, onboarding and training that would serve to educate employees for years to come.

The future for mobile is an exciting one, and we are confident that Victra will remain solidly at the forefront.

“The BrandingBusiness team provides a very effective and comprehensive process for building an engaging and inspirational company brand. Their detailed approach in defining strategic intent and comprehensive audience research drove insights into action and ultimately delivered powerful outcomes from development to creation to final activation. We are thrilled with the outcomes of launching Victra with our 5,500 teammates, and appreciate the dedication and creativity provided by our partners at BrandingBusiness.”

Michael Moore - Chief Experience Officer, Victra

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