CABLE.
It’s a dirty word to many, associated with large corporations, over-priced, bundled packages, excruciating customer service, and long installation windows.
Behind the scenes, however, is an organization that works to advance the technologies that deliver fast broadband and engaging entertainment to the entire country. That organization, NCTA, is the trade association that represents the U.S. cable and telecommunications industry, physical infrastructure providers, connected networks, and content creators. It needed our help to shift the public’s negative perception of the cable industry.
Disciplines:
Brand Strategy | Creative Direction | Rebrand | Web
before
after
Our audiences were the legislators on Capitol Hill as well as industry members and key tech influencers. We were tasked with telling NCTA’s history of supporting innovation and bridging the gaps between policy and practice, information and entertainment, the internet and television.
The rebrand needed to bring NCTA into current times and project their committed work to advancing connectivity for all Americans in a constantly evolving industry.
Building from the energy and excitement of the launch, we began to promote new topics and issues, like Net Neutrality and initiatives like the Near Future campaign, which highlighted the forthcoming opportunities that would be enabled by the efforts of NCTA and its members.
