Why We Became CWConnected: The Story Behind Our New Name

Since our inception, we have connected innovators, researchers, entrepreneurs, industry leaders and policymakers to collaborate, share knowledge and shape the future of technology. That mission has never changed.

But as our community has evolved, we recognised that our name needed to evolve too.

A name that no longer told the full story

When Cambridge Wireless was founded, wireless technology was at the forefront of innovation. It was an exciting, emerging field that brought together pioneers from across academia and industry.

Today, wireless technology is everywhere. It has become a fundamental part of modern life and business. While connectivity remains central to what we do, our community has expanded far beyond a single technology focus. Our members now work across advanced connectivity, semiconductors, AI, software, digital infrastructure, data, deep tech and many other areas. 

The Cambridge Wireless name had become increasingly difficult to reconcile with the breadth of the organisations, technologies and sectors we serve.
At the same time, we faced another challenge.

Cambridge remains a hugely important part of our identity. It is where we were founded and it continues to provide us with a globally recognised innovation heritage. However, as our membership, partnerships and activities continue to grow nationally and internationally, we wanted a name that reflected our broader reach and ambitions.

Not a rebrand. An evolution.

Changing the name of an organisation with nearly two decades of history is not a decision taken lightly.

This was not about abandoning our heritage or reinventing ourselves. It was about ensuring that our identity accurately reflects who we are today and where we are heading tomorrow. As we introduced earlier this year through our membership evolution, we saw this as the next step in a wider journey of growth and development. 

The result is CWConnected.

The new name retains the trusted "CW" that our community knows and recognises, while placing connectivity at the heart of our identity. Not simply connectivity as a technology, but connectivity as an action: bringing together organisations, people, knowledge and ideas to create meaningful impact.

What CWConnected means

CWConnected reflects three important truths about our organisation.

First, it reflects what we do. We connect organisations across the technology ecosystem, creating opportunities for collaboration, innovation and growth. 
Second, it reflects who we are. We are a community built on relationships, trust and shared ambition. Connectivity is not just our subject matter; it is our purpose. 

Third, it reflects where we are going. The future of technology will depend increasingly on collaboration across disciplines, industries and borders. CWConnected positions us to support and lead those conversations for years to come. 

The name is supported by our new tagline:
Shaping the future of technology, together.

This captures both our ambition and our approach. We don't simply observe technological change. We help create the conditions for innovation through the connections, conversations and collaborations that happen within our community. And importantly, we do it together with our members, partners and stakeholders.

How we got there

The decision was shaped through a rigorous and collaborative process involving our team, Board and wider community. Multiple naming options were explored, challenged, refined and tested. Criteria included future relevance, international appeal, inclusivity, legal and governance considerations, and maintaining a connection to our heritage without limiting our ambitions. 

The process included workshops, feedback sessions, extensive research, testing in market environments and Board review before a final decision was reached.

What stays the same

While our name has changed, the values that underpin our organisation remain exactly the same.

CWConnected remains the same trusted community, committed to building collaboration, sharing knowledge, championing innovation and supporting the organisations shaping the future of technology. Our events, Special Interest Groups, programmes, partnerships and people all continue to build on the strong foundations established over many years. 

This is the next chapter in the story we've been writing together for decades.

A note of thanks

A project of this significance requires fresh perspectives and robust challenge. We'd like to thank Sue Keogh from Cambridge communications consultancy Sookio who we worked with to develop the naming concept. 

"This was one of those projects where the answer was hiding in plain sight the whole time," says Sue. "But it took a very thorough process to get there, in which we made sure that voices from every tier in the organisation were heard.

We developed dozens of creative directions - thinking people, place, metaphor, even Latin roots - but every route kept leading back to what this community has always been about: connectivity. 

And what makes the new name and tagline work for me is that they do two jobs at once; maintaining that important sense of heritage, while capturing who CWConnected is now and its global ambitions for the future."

Visit the Sookio website to find out more about their brand storytelling services and to read the case study on the full process of developing the name.