
Hypha Project Details
When your brand doesn’t match your innovation, it’s easy to be overlooked – even when you’re leading the charge in your industry. Make sure you solidify your position as a market leader and make your voice heard with a strong brand, targeted messaging, and a tailored marketing strategy.
-
Brand
-
Communications
-
Website
TRANSFORMING HYPHA TO REFLECT THEIR
POSITION AS AN INNOVATOR
Hypha solves one of the biggest problems for emergency service providers: lack of mobile and internet coverage in remote areas and during disasters. Their technology ecosystem – which leverages Starlink for mission-critical communications – enables high-speed connectivity for field teams anytime and anywhere.
The company had secured major wins with partners and tenders. However, outdated branding and overly complex messaging was preventing their successes from cutting through and gaining recognition in the market.
REQUIREMENTS
MindMoB worked with Hypha to identify and address four key goals:
Uplift the brand
Match the brand with the company’s position as an innovative leader in mission-critical communications.
Increase market awareness
Increase visibility and understanding of Hypha’s capabilities and product offering locally and internationally.
Attract the right talent
Appeal to skilled professionals aligned with Hypha’s boundary-pushing and people-first culture.
Drive sales growth
Increase Starlink-related sales while capturing customer details for ongoing engagement.
CHALLENGES
Despite their groundbreaking technology and its potential impact on the emergency services sector, Hypha struggled with:
Understated market presence
Hypha’s brand lacked wide visibility, despite their success in securing major contracts – including with the NSW Rural Fire Service.
Unclear and complex positioning
Hypha’s existing content focused on highly specific technical details, rather than powerful outcomes for the target audiences.
Growing competition
Hypha needed to secure its first-mover advantage in a space where competitors had started to recognise their success.
APPROACH
MindMoB began by immersing themselves in Hypha’s operations, meeting the CEO and leadership team to understand the market, technology and organisational goals. From there, they:
1. Conducted a brand update
MindMoB created a sophisticated new visual identity – unanimously approved by stakeholders – to better represent Hypha’s position as a market leader. A brand workshop also helped articulate Hypha’s vision, mission and values, leading to the adoption of a new tagline.
2. Restructured core messaging
MindMoB refocused Hypha’s content away from specifics around what the technology is and instead to why the technology matters and how it can save lives. The team also recommended consolidating and removing sub-brands for clearer information hierarchy.
3. Rolled out a new identity
MindMoB overhauled all Hypha collateral. This included redesigning, rewriting and rebuilding their website to position them as a true leader in the sector – as well as developing infographics to simplify their product explanations, alongside new signage and vehicle wraps.
4. Created a detailed marketing strategy
MindMoB developed a tailored marketing strategy targeting emergency services and remote industry operators. This strategy was segmented into actionable plans for each service line based on product-specific requirements and budgets.
5. Supported media and events
MindMoB attended the CommsConnect event in Melbourne to facilitate interviews with journalists and key stakeholders. The team also worked with media partners to distribute the key Rural Fire Service story to relevant outlets.
“Thank you so much to the MindMoB team! I had no intention of changing our brand, but what you have presented has blown me away. I’m so excited to have you guys helping our journey and this new identity lifts our profile.”
– Neil Jamieson, Founder and CEO of Hypha
OUTCOMES
In less than four months, MindMoB delivered on Hypha’s full brand identity and messaging overhaul, which immediately saw results – including:
Enhanced communication
Hypha’s new positioning resonated with stakeholders – improving clarity and cohesion across all communication channels.
Industry recognition
Hypha won the “Tender of the Year” award at CommsConnect, visibility usually reserved for established competitors like Motorola.
Positive feedback
Hypha’s team feels more connected with the brand: “I particularly like the new mesh product names, and the fact we’re now telling people who we are.”
MindMoB’s efforts empowered Hypha to solidify its position as a market leader in critical communications – ensuring the world knows they’re saving lives with remarkable technology.
Explore Hypha’s transformation at www.hypha.world/au