Challenge: Change the way consumers and businesses think about broadband services.

An M&A firm purchased a neglected broadband company in the Midwest, with the vision to build a different kind of broadband company. While reviewing the industry landscape, one sentiment was clear—most people hated their broadband company and service. To succeed, a complete overhaul of this broadband company was needed; a new name, a brand voice that spoke to a disengaged audience, and a brand identity that reinforces a new way to think about broadband.