Exo: advanced telecommunications network

PROJECT: Name Shaw’s next generation telecommunications network, offering high-definition television, on-demand programming, high-speed Internet and advanced telephone capabilities.

EVO: Derived from the prefix “exo-,” meaning “outside of” (exoskeleton, exosystem). Shaw Exo is short, sweet, cool, futuristic, and works great as a graphic “bug” on TV, computer and mobile device screens.

BRAND POSITION: Shaw Communications, the leading cable television and Internet provider in Canada, wanted a name for its next generation television and communications network that was short, powerful, and different from the competition. Exo deftly delivers, positioning the product as beyond the usual, beyond expectations, beyond what has been done before in this space, and “outside the box,” both figuratively and literally (the TV cable box). The name is aspirational and future-forward:

“Shaw Exo is a promise that we will continue to innovate, lead, and provide the latest in technology and entertainment offerings to customers,” said Peter Bissonnette, president of Shaw Communications. “With Shaw Exo, the power of our network allows us to continue delivering the products and services that our customers are looking for.”

“Above and beyond” the parameters of the competition and most definitely outside the box, Exo is the perfect name for Shaw’s network of the future. Available now.

VISIT: Shaw Exo | Shaw Exo 2012 Super Bowl commercial