Cubic³

Shifting perceptions. Defining the future.

Ambition to action.

services

BrandCampaign

sectors

TechnologyTelecoms

Cubic³ is the connectivity software powerhouse helping global OEMs unlock the full potential of software-defined vehicles.

Formerly Cubic Telecom, they started as a bridge between OEMs and mobile network operators to enable cross-border connectivity. But that role evolved. With 25+ million devices now under management and a platform trusted by the world’s largest OEMs, Cubic³ had outgrown its original role. But their brand hadn’t kept up.

Despite deep partnerships with VW Group and Qualcomm, Cubic³ was still widely misidentified as a telco. In reality, they’d built category-defining software. A €475m investment from SoftBank only raised the stakes. The new brand had to reflect not just who Cubic³ was, but where it was heading next.

We were brought in to reposition Cubic³ as the software-first connectivity partner of choice for global OEMs. That meant defining a clear proposition, rationalising a fragmented brand architecture, and building a system that could flex across markets, teams and touchpoints, uniting global teams, and giving Cubic³ the tools to show up as the software leader they truly are.

21%

Increase in revenue post-launch.

€473M

Investment from SoftBank.

900M+

Valuation.

A comprehensive discovery programme.

We embedded ourselves in the Cubic³ world. Workshopping with teams, mapping personas, speaking to customers, and analysing the market. The insight was clear: this was a business ready to lead, not follow.

But their overbranded, fragmented architecture was holding them back. Together, we rationalised products and services under a clear, revised proposition. Simplifying naming, sharpening messaging, and making the full offer coherent across markets. Through fast-paced, collaborative sessions, we co-created product architecture options, pressure-tested them with stakeholders, and landed on a system built for breakout growth.

Cubic³, cubed.

In our qualitative research, one OEM described Cubic³ as a “force multiplier”. This single phrase captured the essence of Cubic³’s offer. OEMs weren’t solving a tech problem, they were multiplying possibilities. Sometimes that meant unlocking new revenue. Other times, it was simplifying complexity, enhancing experiences, or accelerating delivery. One contract. One intelligent platform. Long-term value, multiplied. An idea – and a name – shaped by the people who know them best.

Made for OEMs. Understood by end users.

The category was cold, complex, and cluttered. Full of jargon, light on meaning. We flipped the focus. By spotlighting real-world impact and end-user experience, we made the brand more human, more aspirational. And more aligned to the OEMs shaping the future of mobility.

Out-of-category & distinct by design.

Creatively, we took cues from the world of aspirational tech, refining Cubic³’s visual identity with a bold, minimal palette and a distinctive design language. At its core, the powerful cubed symbol carries a clear promise. The exponential growth they bring to their customers.

End-to-end activation.

From strategic sales decks to motion assets, eBooks to social templates, we armed every team with the tools to show up consistently. And confidently. Brand guidelines, a tone of voice system, and guardian training ensured global alignment. And we stayed close, delivering a full activation campaign, shaping digital and product marketing that embeds the brand across every touchpoint.

Getting things Done & Dusted.

We cemented Cubic³ as a mature, global leader in smart connectivity. Tier 1 supplier. Trusted partner. Value-added innovator. That meant rationalising the brand and product architecture, refining naming systems, and building a clear, confident proposition that made sense to everyone, from OEMs to investors.

The new brand launched in April 2025. While it's early days for hard metrics, the shift is already clear. Sentiment at trade launches and internal presentations points to a redefined perception, from telco to global software solutions partner. But the hardest proof of success is that we're still at the table, retained as Cubic³’s strategic and creative partner to keep driving growth through brand and marketing. Hands on. All in.

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Partnering with Dusted came at a pivotal stage in our journey. They supported Cubic³'s marketing team to deliver a bold new brand strategy and identity, helped to clarify our product and service offering, and built and launched a standout website. Supported by clear and consistent communication across all touchpoints. While it's still early days, feedback from customers on our new brand has been overwhelmingly positive. Most rewarding of all is the pride it’s sparked within our team, employees are genuinely excited to be part of Cubic³ and our vision for the future.

Matt Simmons

Head of Global Marketing at Cubic³