Modernizing a legacy telecom brand for a bright future

We started by interviewing internal stakeholders to understand their vision for the brand, then conducted competitive analysis to identify white space and built distinct audience profiles. From our research, we uncovered a unique opportunity to differentiate Surf by establishing a  high-tech, sophisticated aesthetic while also emphasizing local, friendly service and community focus. Ultimately, our brand strategy hinged on positioning Surf as “a modern essential gateway to connectivity, illuminating communities across the Great Lakes Region by providing premium internet service with profound integrity.”

Led by this strategy, we designed a new identity for the newly renamed Surf Internet. Aligned with the vision for the brand refresh, we proposed this new name that’s more  modern, clear, and customer-focused. It’s also scalable for the future,  balancing the existing wireless business with a forward-looking focus on fiber-optic efforts.

Elevating the familiar, we updated the  legacy color palette to  lend a more contemporary and dynamic look. Inspired by much more than a wireless connection, the mark inserted in the logo evokes light in the way it bends and represents both stability and growth. That same logomark can expand to become a malleable shape as a graphic or photo mask. Turned upside down, it becomes a smile that can be used to convey brand personality. We also created an animated logo with sound design to give Surf a custom mnemonic.

To support the  brand identity, we defined a brand voice that’s clear and trustworthy, with the primary focus being ease for customers. And in a comprehensive playbook, we unified core messaging components to help Surf consistently and persuasively communicate value propositions to each audience segment: residents, municipalities, and businesses.

We brought the new brand to life through a marketing website that’s optimized for conversion and streamlines the experience of fiber-optic internet plan selection. Following an audit of user flows, we conducted user interviews with real customers to unearth insights and validate assumptions as we moved into the website content strategy. Takeaways from the research study reinforced the importance of providing clear communication throughout the installation process and opportunities to emphasize reliability, transparency, and longtime dedication to local communities.

Our strategy for the website homepage centered around driving interest in fiber by previewing top-level benefits, differentiating Surf with a  “price-lock guarantee,” and helping users quickly determine if service is available to them. Weaving in features like hover-states with definitions for little-known technical terms, we delivered a digital experience that’s thoughtfully designed with the customer in mind.