PAXIO FIBER INTERNET

Re-branding I UI Design I Photography I Visual System I Content Strategy I Advertising

PAXIO’s high-speed fiber optic networks offer businesses and residential communities the fastest possible Internet connections. Spanning the Bay Area, PAXIO's state-of-the-art fiber optic networks deliver high-speed Internet and advanced IP services to subscribers.

PROBLEM

PAXIO’s outdated website and inconsistent marketing materials created inefficiencies in service setup and lowered the perception of quality of service. That effect was most noticeable with their enterprise business level services, which were the most profitable segment of the company.

WEBSITE RE-BRAND

The executive leadership of PAXIO asked to fast track re-branding and re-designing the current website as the first branding project. We focused on optimizing the customer journey for consumers, small businesses and enterprise businesses. The goal was to concurrently develop branding guidelines, visual language, content strategy and direct advertising.

CONTENT STRATEGY

The goal of the content strategy was to communicate the benefits of high-speed fiber internet service to consumers, small businesses and enterprise businesses. Differentiating PAXIO’s high speed fiber internet service from competing services from AT&T and Comcast was a second priority. After conducting competitive research and user interviews, we chose to focus on the four main benefits:

Local and Friendly - PAXIO designs and implements high-speed Internet connections in communities across the Bay Area.
Dedicated Fiber - Completely private and secure fiber optic Internet connection to your home or office.
Fastest Internet - PAXIO provides speeds of up to 10 gigs per second, 200 times faster than most providers.
Net Neutral - We deliver dedicated fiber, which offers full protection for your privacy and freedom.

We chose to focus on the following key benefits to Enterprise Businesses : 100% SLA, Dedicated Fiber, High Priority Routing and Enterprise Support Team.

We had several email and direct mail marketing campaigns planned highlighting the remote work, online gaming, eco-friendly and safety benefits of fiber optic internet service.

BRAND GUIDELINES

We refined the logo, defined brand colors and photography style, and developed visual language to show the benefits of the company’s high-speed fiber internet service. To amplify brand exposure, we developed PAXIO branded attire, outdoor banners, advertising materials, mailers and vehicle wraps.

ADVERTISING DESIGN

With brand guidelines established, we customized advertising and direct mail pieces, showing the benefits and price structure for each specific community. We also developed a set of community-focused materials to be placed inside the homes and as part of the move-in packet, showing benefits, service rates and set-up guides.

WeBSITE DEVELOPMENT

With PAXIO’s styles updated and its brand elevated, and with the website’s navigation simplified and user paths optimized, and assets exported via Zeplin, the site was ready to hand off to developers. The old website is shown below on the left; the re-designed website is on the right.