Making data relatable
Throughout its transformation journey, Belden found itself running into on a common obstacle in tech innovation. How to convey the complex problems its solutions are equipped to solve without losing its audience in a wave of unfathomable jargon?
At Joe Smith we love bringing simplicity to the complex, so we elbowed our way in.
First, there was the matter of figuring out what to call Belden’s offer. (And, no, stringing together an infinite series of data terms wasn’t a viable solve). We recast the offer as Complete Connection Solutions, adding an elevator story and shared vocabulary to help Belden communicate complex topics clearly in a sales and marketing context.
Next, how might we bring this rich but invisible world of data orchestration to life for customers?
Capabilities
3D animation, enter stage right.
As we wove a narrative around the perils of missed connections, a sleek series of digital animations depicted the dance of data—with bits of information drifting, colliding, and ultimately, aligning to unlock new possibilities.
The result was a stunning anthem video that cast heady concepts like data fragmentation and integration into something much more relatable…even beautiful. During Belden’s internal brand rollout, the video rallied leaders and teams with pride around a shared purpose. Goosebumps gave way to new opportunities, as snippets of the video were incorporated into sales pitches and presentations, and more videos were produced to bring that Belden-magic to additional topics.
“Wow, that actually made me emotional! I’ve never gotten emotional over this work before.”
– Belden Executive
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