For this grand venture they needed a distinct brand that could be used to represent a movement and a website that would entice users to get their area to be next in line for the fiber rollout.
In addition, they needed to convey their commitment to protecting the open internet, championing net neutrality, and customer data privacy. Lastly, they wanted to highlight their local credentials.
We knew from the beginning that we wanted to create a brand that felt more like a skate company than an ISP, in order to speak to the Santa Cruz culture. Our approach to the website was to model it after a grassroots political campaign. There needed to be multiple ways to learn about the project and its progress. It had to engage the audience and keep them invested in the project’s success, even if service to their door was more than a year away.