A global independent network provider takes a brave step into a new era and re-emerges with a clear vision and unifying Brand Idea – Making Exceptional Possible.

Where we started
GTT is the world’s largest independent global network provider – operating a Global Tier 1 internet network that keeps thousands of businesses connected and working across the world. But when they came to us in 2021, they were navigating some seriously choppy waters.
 
After a major restructuring and the sale of key infrastructure, their reputation had taken a hit. Internally, morale was low and confidence wobbly. Externally, their brand was much like their industry – a deep blue sea of matching colour schemes and a forgettable and uninspiring tone of voice.
 
They needed to re-emerge with the right kind of noise in the category, not just as the new GTT, but as a business with a bold perspective on its role in the world, demonstrating confidence in the new path they were forging.  

The journey
Our first step was to get under the skin of the business – running immersive stakeholders interviews and diving deep into their culture, capabilities and context in the network provider landscape.
 
What we found was a company with a powerful independent spirit: capable of delivering robust global connectivity without compromising on local knowledge, expertise and accessibility. Our Brand Idea – Making Exceptional Possible – encapsulated their commitment to empowering their customer to reach their potential every single time.
 
This reset to remarkable came to life with a bold, dynamic new brand direction and framework that gave GTT conviction in their role in the industry and the deep value they provided for customers.
 
Visually, we broke away from the sea-of-blue category norm. We created a confident visual identity that’s strong and dynamic – with design elements bleeding beyond the page to reflect how GTT go further than anyone else to deliver for their customers.
 
The tone of voice was updated and sharpened to match – reinforcing their sector-leading expertise and customer-first mentality. We took the new TOV and applied it across every editorial asset reinforced their customer-first approach, from their customer-facing case study documents to their internal PowerPoint decks. 
 
We created everything needed for the brand to launch with a bang – from an engaging employee brand book and comprehensive identity guidelines to an inspiring brand film and a full suite of branded collateral.   

Where are we now  
GTT re-emerged with clarity, conviction and a bold sense of direction. With Making Exceptional Possible, they’re showing up in market with a distinctive, consistent identity — and internally, their teams are aligned and energised by a unifying Brand Idea that captures what they stand for.