Beyond Connectivity: Branding the Future of Digital Infrastructure

Challenge

Exelera was building the digital highways of Israel, quietly powering everything from cross-continental cables to cloud connectivity and colocation services. But while their infrastructure ran deep, their name barely registered.

The company had just undergone a full identity shift, changing its name from Tamares Telecom after a change in ownership. But if Tamares flew under the radar, Exelera didn’t appear on it at all. There was no legacy to build on, no brand equity to refresh, just a blank slate in a complex, high-stakes industry.

The real challenge was to spark one brand perception. To take a company known only in closed circles and turn it into a brand that could lead conversations, command attention, and stand out in a market where trust is earned slowly and visibility is everything.

Solution

Exelera needed more than a new look, it needed a new market presence. The rebrand started with a deep strategic shift: moving from a technical service provider to a key enabler of Israel’s digital future.

We began by laying the strategic foundation. The shift from Tamares Telecom to Exelera was about redefining identity. We started with a clear messaging strategy: defining what Exelera stands for, what sets it apart, and how it empowers businesses to scale, innovate, and lead—by powering global reach and shaping Israel’s digital future.

Once that was locked, we partnered with Giraff Branding to bring the story to life visually. Every detail: color palette, visual language, typography, was designed to balance scale, innovation, and human relevance. We then moved to execution.

Key deliverables included:

- A brand essence and positioning built on national relevance and future-readiness

- A fresh visual identity: colors, typography, and design elements with motion and warmth

- A new website and marketing copy based on the brand book

- A brand launch video introducing Exelera to the industry

- Digital campaigns focused on lead generation and visibility

- A launch event for stakeholders and industry leaders

- PR outreach and personal positioning for CEO Tom Koren as a thought leader in digital infrastructure

The outcome was a brand that communicates value instantly and connects with its audience from the first interaction.

Our role

SAGE is acting as Exelera’s CMO for rebranding and positioning in the infrastructure phase and now as a fractional CMO for the lead generation and brand awareness phase. At stage 1 - SAGE led the rebranding initiative as Exelera’s acting CMO, taking full ownership of strategy, messaging, and execution. We stepped in at a critical moment, right after the ownership shift and name change from Tamares Telecom and guided the brand through a complete repositioning. Our goal: connect Exelera’s powerful infrastructure with a clear, compelling market identity. Our responsibilities included:

• Leading the brand strategy: positioning, narrative, and messaging framework
• Addressing the market gap caused by the transition from Tamares and shaping a new story
• Developing a confident, modern brand voice that speaks to both business and national relevance
• Aligning with Giraff Branding to ensure visual and verbal identity worked in harmony
• Overseeing the launch and adoption: internal rollout, stakeholder engagement, content, and external campaigns

Results