Building confidence for a bold brand refresh

A telco giant taking a brave step into a new eragiven the conviction and brand to match their ambition. 

Setting the scene

GTT are the world’s largest independent global network provider – operating a Global Tier 1 internet network and keeping thousands of businesses across the world connected and working. But when they came to us in 2021, they were navigating rough waters. They had gone through a major restructuring and needed to re-emerge with a bold statement about the new direction of GTT.  

Their brand was much like their industry: a deep blue sea of matching colour schemes and limp, uninspiring tone of voice. They needed to create the right kind of noise in category, embrace where they can stand apart from their competition and demonstrate confidence in the new path they’re forging. 

Defining the who

Following a series of immersive interviews and a deep dive into their story, business and telco world – we identified them as a business with an independent spirit, capable of delivering robust global connectivity without compromising on local knowledge, expertise and accessibility. 

This was the starting point of a bold, dynamic new brand direction and framework that gave GTT conviction in their role in the industry and the value they truly provided for customers. Our team crafted a clear brand positioning statement that would also become the company tagline – encapsulating GTT’s commitment to empowering their customers to reach their potential: ‘Making Exceptional Possible’.  

To mirror the bold, customer-centric position, we created a confident visual identity that is simultaneously strong and dynamic – with design elements bleeding beyond the page to reflect how GTT go further than anyone else to deliver for their customers. In parallel, we updated and sharpened the brand tone of voice to match – reinforcing their sector-leading expertise and customer-first mentality. 

Proving it

Armed with this new brand direction and identity, our team set about creating a full brand system – crafting a full set of brand and content guidelines, alongside fresh templates and core brand assets. 

Our team built everything that GTT 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.  

We took the new TOV and ensured that every editorial asset reinforced their customer-first approach, from their customer-facing case study documents to their internal PowerPoint decks. 

Looking ahead

We’re continuing to support GTT as they relaunch the business and shift into new communications. A full content strategy will help them to meaningfully activate the brand positioning and consistently reinforce it through their content ecosystem – cementing their status as industry thought leaders.

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