Kaltura

Everything video

Industry
- Hi Tech
Services
- Rebranding

Challenge

Kaltura, one of the pioneers of video platform, is considered a leader in its field. Nonetheless, Kaltura was faced with a challenge: its leading product advantage of modularity and flexibility adaptable to every market need and segment did not pass the “elevator pitch”. The lack of consistent narrative also manifested itself in a technical marketing language that lacked emotional value.
Solution

The strategic process led us to the brand’s core: the Kaltura end user experience. We showcased Kaltura’s customer experience through a unique communication language that placed emotion before technology. Kaltura’s product portfolio was linked to the mother brand via a naming convention that clearly displayed the connection yet upheld each product’s differentiation. The new identity boosted Kaltura leadership’s confidence in the ground-breaking essence of their brand.
Result

1B$

Company valuation in preparation for Kaltura’s Nasdaq IPO in 2020 (The Marker 2018)

Link to the article

The Journey to the Depths of the Brand’s Core

One of the challenges in working with leaders in the tech world is in getting to the emotional aspect of the work. In a strategy workshop we had created for Kaltura and led by Lior Raz, we worked with unique tools that breath through the cerebral boundaries to reach the emotional realm. We comprised a promise which summarizes the vast brand essence and effects: Everything Video. We created a comprehensive narrative for the brand encompassing the video content worlds.

Dynamic New Logo

Interestingly, Kaltura’s original logo was similar to the Loading Sign Icon created at a later time – the sun-like circle you encounter while waiting for video files to download. The problematic similarity, in addition to the need for the logo to express the essence of the brand, led us to design a new logo. We simplified the sun symbol to 8 vector stripes and designed a dynamic grid based on the 8 lines that create different symbols, expressing Kaltura’s modularity.

Dynamic New Logo

“

Modularity, leadership, expertise. This is how culture is perceived in the ecosystem.

Dr. Michal Zur
Co-founder VP of Marketing and President of Kaltura.

In the press

- Eytan Halon | December 17, 2018
  
  Dr. Michal Tzur Shalev, founder of Kaltura.
  
  Dr. Michal Tzur Shalev, who made a $ 145 million exit with Naftali Bennett, is today the president and co-founder of Kaltura.
- Jewish Business News | November 1, 2017
  
  Aim high - the Israeli video company 'Kaltura' is preparing for a $ 1 billion IPO
  
  Kaltura, which has developed an open source system for managing, creating and sharing video content and reaches about 700 million viewers a month, hopes to reach a value of $ 1 billion in the offering. Especially after signing several significant contracts recently, the largest of them, with cellular giant VODAPHONE, worth $ 100 million.

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