Founded by Australian tech pioneers, Superloop is an Asia Pacific connectivity company focussed primarily on wholesale, corporate and large enterprise tech services. With the rollout of the nbn, Superloop saw an opportunity to disrupt the existing nbn marketplace. Tapping into the market sentiment around the complexity of retail internet and NBN offers, they created a premium experience via a broadband offering defined by fast, reliable with no lock-in contract options and a superior customer experience.
A core strategic approach was formulated to own the unique, defiant and no holds barred attitude of ‘Unbound’ – an expression of freedom, or not being restrained or tied down by bonds.
The Brand direction was reinforced through personality, tone of voice and a suitable visual expression of the ‘Unbound’ positioning line – the use of a freeform hand lettered brush style. Brand typography, colour palettes and image treatments, to create a rich visual narrative, were created specifically for both consumer and business target markets.
Outdoor, print, social, tactical and retail campaigns were conceived to keep the brand on course for future growth.