Windstream Enterprise
Brand Launch
Facing low customer satisfaction from existing residential cable customers, Windstream entered the business telecom category but needed a brand appropriate for demanding business expectations.
We chose not to completely abandon brand equity with a name lacking a link to Windstream. Windstream Enterprise and its WE abbreviation were selected to introduce the new brand to business customers. Windstream has a distinctive brand expression with a flowing neon green W that is immediately recognizable.
For this project, we embraced a colorful approach based on a premium black colorway to create separation between both brands. Messaging amplified an essential narrative of Connect. Transform. Elevate.
Enric Turull and the team created a library of custom illustrations. You should see the whole system. These are just four from a very extensive library.
Collateral system
Executive portraits shot with Art Streiber
Interior signage and wayfinding
Exterior signage
Working against an aggressive launch schedule, we created library assets
and collaborated with and trained practitioners on brand principles to successfully execute the brand.
Credits
Agency: VSA Partners
Matt Ganser, Creative Direction and Design
Curt Schrieber, Client Engagement
Andy Blankeberg, Writing, Naming
Bill Mayday, Writing and Creative Direction
Chrystine Witherspoon, Creative Direction and Design
Sari Row, Production Producer, and Art Buyer
Enric Turull, Design and Illustration
Jarrod Ryhall, Design and Illustration
Art Streiber, Photographer