Well, it’s another name for the Red Panda, but it’s also the preferred web browser of 450 million people worldwide. Mozilla brought us in to undertake a vast brand repositioning, in the face of mounting competition from Google Chrome. Extensive quantitative and qualitative research and interviews of stakeholders throughout the organization led to a simple insight: the vast majority of people were unaware of Mozilla’s non-profit mission, and further, once they were made aware of it, they were far more likely to download and use the Firefox browser.

The first tangible product of the repositioning was a brand book (and accompanying microsite) articulating all the wonderful nuances of Firefoxness. Very handy, since Mozilla has many constituencies, including a network of thousands of volunteer developers around the world.

If you want to talk to the tech community, there’s no better place to do it than the Bay Area. We started by posting some bold statements around our home market.



How do you make an even bigger impression? Take over a Caltrain station along a very busy tech commuter corridor and tell the whole story.

At the same time we were developing a brand strategy, we needed to encourage downloads of a new release. With the cooperation of the Knoxville Zoo, we created a microsite that tied in with the birth of two Red Panda (aka Firefox) cubs. Visitors could watch live feeds of the cubs at play, earn snacks for them, and participate in a naming contest. The effort produced some great results, including 900,000 downloads and, of course, new names (Ember and Spark) for the cubs.

  • Well, it's another name for the Red Panda, but it's also the preferred web browser of 450 million people worldwide. Mozilla brought us in to undertake a vast brand re-positioning, in the face of mounting competition from Google Chrome. Extensive quantitative and qualitative research and interviews of stakeholders throughout the organization led to a simple insight: the vast majority of people were unaware of Mozilla's non-profit mission, and further, once they were made aware of it, they were far more likely to download and use the Firefox browser.