Overview

problem

Atlantic Broadband is the 4th largest cable company in the country. With sporadic coverage across the east coast, they’d lost consumer faith and needed a new agency to revitalize their brand and marketing.

solution

In 2019, my RFP at Connelly Partners proposed a new brand identity and marketing strategy based around the comforts of home. We won this pitch and generated an $8M piece of business for the agency.

Brand Analysis

The old Atlantic Broadband logo mark created an ‘A’ out of arches that seemed to symbolize St. Louis but actually had nothing to do with states that far west. The combination of all caps and lower case in their text also felt generic and disassociated from the mark.

New Identity

The logo I proposed maintains the dual curves of the original, but opens them up to create a wave shape, drawing the meaning for the mark from the company name. This mark also uses the lower case letters from the original, allowing the brand to look clean & modern yet still friendly & approachable.

Brand Assets

The color scheme for the final identity was an evolution of the blues the brand already used so that my proposal wouldn’t be too much of a departure. By softening their color scheme, I created a new aesthetic for the brand that leaned into the cozy feel of our new campaign.

After doing some consumer research, we found that despite distrust in the industry and a growing culture of cable-cutters, people crave a place to be themselves. So our campaign was based around creating the ultimate at-home comfort zone.

Your comfort zone is our sweet spot.

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Your comfort zone is our sweet spot. ~

Primary Considerations

We broke our campaign creative into four different efforts; initial consideration, conversion, loyalty and advocacy. These segments allowed us to tailor our messaging for specific parts of the consumer journey.