building a brand that
stands for connection.
Strategic brand development
Naming
Brand voice
Creative development
Brand guidelines launch
Marketing materials
Spectrum Internet needed a standout new brand for Wales, following a £200m private investment to roll out full-fibre broadband, initially focusing on communities that had been poorly served by outdated infrastructure.They were entering a market dominated by established, big-budget brands including BT/Openreach, Virgin and Sky. The challenge was to create a brand capable of building credibility, trust and excitement at a national level, while also giving a non-Welsh investor group confidence in a culturally distinctive Welsh proposition.
We were commissioned by brand agency Uned Studio to develop the organisation’s new name and strategic positioning and to support the creative development of the brand. Together, we united commercial ambition, stakeholder insight, brand strategy and creative development.
The work started with the real customer experience: what people in poorly connected communities needed, what frustrated them and what would make a new broadband provider feel relevant and trustworthy. We came up with the name Ogi as an option that feels unmistakably Welsh while remaining easy for non-Welsh speakers to recognise, pronounce and use. Nothing connects people in Wales faster than hearing that shouted in our local rugby club or pub!
From this, we created a warm, optimistic and inclusive brand centred on connection, community and togetherness, supported by a clear “real fibre” proposition and fully bilingual approach. The identity was brought to life across digital campaigns, social media, outdoor advertising, signage, vehicle livery and physical environments, creating a consistent presence nationally and within the communities Ogi served.
Ogi has quickly become one of Wales’ most visible challenger brands. Within three years, it has achieved around 40% penetration in areas where its services are available and the brand platform has also been extended into Ogi Pro, its B2B proposition.
“Run Jump Fly is one of those contacts every marketeer should have in their little black book of amazing associates. Their vision and direction has given our company - and Wales - a stand-out brand to own. A brand that we hope everyone will grow to love as much as we do”
Mari Stephens
Former CMO, Ogi