UNDERLINE

CHALLENGE

Underline, a start-up fiber internet company in Colorado Springs, was struggling to acquire new customers due to a lack of brand awareness and a highly crowded competitive landscape

BRIEF

Develop a brand positioning and playbook to drive new customer acquisition

INSIGHT

Colorado Springs was awash in political scandal among utility companies, resulting in historically low levels of trust. To win, Underline had to win back consumer trust. And that had to start by showing consumers that they were different than all the rest.

BIG IDEA

Position Underline as the inclusive neighborhood option Colorado Springs could rely on

RESULTS

Developed a brand playbook built around this distinctive new positioning, including a new design language, media targeting approach, and influencer/PR strategy. The implementation of this playbook led to:

• A brand facelift that clearly differentiated Underline from the competition

• A surge in new customer acquisition, especially amongst the low-income target

• Enduring community and B2B relationships that have fueled the company’s long-term success