Lit Fibre: Brighter Branding, Lightning-Fast Broadband

About Project

We are proud to submit our entry for the Branding Refresh award, showcasing our collaboration with Lit Fibre, a new major player in the UK broadband market. Carswell Gould was entrusted with the task of bringing Lit Fibre's vision to life and creating a brand story that would resonate with their customers and target audience. Through a full rebranding effort that included a new style, tone of voice, and assets, we successfully positioned Lit Fibre as a compelling and trustworthy provider of high-speed internet services. Our partnership resulted in significant growth for the company, and we are thrilled to share our success story with the judges.

Lit Fibre is not just another typical broadband provider – they understand the value of human connections just as much as internet connections. With a mission of “internet done properly”, they’re delivering ultrafast full-fibre broadband, but in a way that’s community-driven, completely customer-obsessed and sustainable.

It’s all about doing internet the people way. The team at Lit Fibre have worked with the biggest names in the internet industry and soon realised the secret to great broadband – the human touch and creating a personalised service without all the tech jargon. From laying fibre-optic cables to supporting the towns where they provide broadband, Lit Fibre are committed to doing things properly every step of the way.

It’s what makes Lit Fibre different, they know that people are what make great internet.

They are committed to making every day a little smoother for their customers with the support of a company that cares about creating a brighter future for their communities.

By listening to the pain points of customers that no-one was addressing, Lit Fibre has created a broadband service that is changing the game for internet providers.

Lit Fibre has got it all – lightning-fast internet, transparent packages, and top-notch customer service that is not just a buzzword, but a reality for this broadband provider. They believe that existing customers should be just as valued as new ones and mid-contract price hikes shouldn’t be the norm.

Lit Fibre is proof that when a company focuses on making their customers happy, the sky's the limit.

Carswell Gould’s integrated marketing team crafted a plan for the brand relaunch for Lit Fibre with the key objectives to:

– Unify the brand into one eye-catching, trustworthy, easily-recognisable and fun brand that has a consistent message, both visually and through various marketing communications.

– Rationalise and revamp the tone of voice and messaging strategy to create a compelling brand story and position it in a way that aligns with the company's vision, values and mission.

– Create a unique and eye-catching brand identity that stands out in the cluttered market of well-known and emerging internet service providers.

– Differentiate from other providers with a company that’s human, authentic and real.

OUR STRATEGY AND TACTICS, INCLUDING VISION AND CREATIVITY:

Carswell Gould employed the following tactics to efficiently promote the campaign through various marketing and communications channels:

– Brand work: Working closely with the Lit Fibre team and the founding partners, we understood the vision that sits behind the brand and what makes them special to other providers. It was an important starting point to make sure we understand the people that make the company and ensure that their dreams for the business were reflected in the brand.

– Brand story: Our top-line message for the rebrand brought up the tagline of “Internet done properly” to highlight how, unlike some other internet providers, Lit Fibre cares about the whole service – laying fibre optic cabling, how quickly they answer their support line and treat their staff and customers. This tagline was expanded into the entire brand story that sums up the nature of who they are.

– Brand visuals: The illustrations and brand elements designed were modern, clear and confident – exactly like the company and their service. The logo remained the same to maintain the brand awareness they had already built. We paired the yellow, black and blue to create a bold and energetic contract, while giving the brand a strong distinction from competitors. The new cohesive aesthetics spread across all communications, including their website, printed marketing collateral, digital channels and even signage at Clacton Football Club.

– Lit language: The tone of voice picked out for Lit Fibre is the perfect balance between engaging, yet professional and most importantly, it has the human touch. The language used is consistent across every aspect of their communications, through social media channels to Trustpilot reviews and website. With their down-to-earth approach, Lit Fibre cuts though the confusing tech jargon and makes their messaging easy to understand for all.

– PR and Communications: The recent rebrand has given Lit Fibre a solid foundation for their communications and PR work, ensuring that every message is on-brand and reinforces their mission of “internet done properly”. Their messaging is carefully crafted to resonate with their target audience, using a tone of voice that is both authoritative and approachable.

– Sponsorships and events: With people and communities being a major focus of who Lit Fibre are, supporting local events through sponsorships has been a powerful way of establishing trust within the communities they serve. With their newly created visual style, Lit Fibre is more recognisable and are working on brand awareness in each area. This consistency is key for being an active member of the communities they operate in, as well as for sponsorships, such as Clacton FC.

– Website: With the website being in tune with the new brand, Lit Fibre can be a consistent brand at every customer touchpoint, from the moment they land on the homepage, to the point of registering your installation. By creating this in-line and intuitive customer journey, Lit Fibre can continue to build trust and awareness at every stage.

– Content marketing: With a set of new brand guidelines, Lit Fibre has a variety of approved content pillars for their social channels – Lit moments, community matters, Lit feeling, no problem and doing it better. These blocks are designed to ensure a balance of engaging and informative content that resonate with their audience. The tone of voice will remain as approachable and always avoids technical jargon, making it easy for customers to engage with the brand.

– Vans: The use of digital vans and Lit Fibre van designs is a powerful tool for building brand recognition and connecting with new communities. Through the innovative use of digital vans, Lit Fibre can showcase upbeat and eye-catching animations designed by Carswell Gould. By building this type of awareness, Lit Fibre has been able to create a powerful connection with their communities and making them the go-to choice for reliable full-fibre broadband.

RESULTS – ENGAGEMENT AND EVALUATION:

Since the launch of Lit Fibre's rebrand, engagement across various communication platforms has been exceptional. With a renewed brand identity, Lit Fibre has built up their customer base and continues to create a positive impact in the communities they service.

In just two months, Carswell Gould took the Lit Fibre brand from being disconnected and lacking a cohesive identity to an attention-grabbing and coherent brand that stands out in a crowded market.