Their Story

For decades, Cisco has powered the internet’s foundation—connecting billions and driving global innovation. But as emerging technologies like AI and Web3 began to reshape the landscape, Cisco saw an opportunity to go beyond its traditional boundaries. The company launched a new incubator, built to champion bold ideas, accelerate innovation, and spark transformative breakthroughs. This new brand needed to energize internal teams, attract inventive thinkers, and signal Cisco’s commitment to exploring the unknown.

The Challenge

To bring this vision to life, we began with in-depth conversations with Cisco leaders and a deep dive into the world of cutting-edge tech incubators. From these insights, Outshift was born—a name that signals constant evolution and disruptive momentum. Anchored in the positioning “Build Amazing,” the brand captures the spirit of innovation across every frontier—from cybersecurity to decentralized technology.

The Outshift logo fuses Cisco’s iconic visual DNA with a bolder, more forward-leaning aesthetic—bridging the brand’s trusted legacy with its future-focused ambition.

The Result

Outshift made its debut at Cisco Live, the company’s annual conference, with a full-scale brand rollout—booth experiences, digital ads, social campaigns, custom emails, brand videos, and more—all delivered in just eight weeks. The launch turned heads and earned top recognition. More than a brand, Outshift became a rallying cry—Cisco’s bold step into what’s next, and an open invitation to build the technologies that will shape the future.