TW Telecom
TW Telecom is a leading provider of managed networking solutions to a wide array of businesses in 75 markets spanning 30 states in the U.S. As one of the country's premier competitive service providers, TW Telecom integrates data, dedicated internet access, and local and long distance voice services for long distance carriers, wireless companies, incumbent local exchange carriers, and enterprise organizations.
Time Warner Telecom came to us with an interesting branding challenge. After many years of success in the telecommunications marketplace, their right to use the Time Warner name was expiring. They engaged us to evaluate the current brand equity to help in their decision as to how evolutionary or revolutionary they should be in moving to a new name. Our research revealed an untapped brand strength that led to a new vision, values and brand promise of "Closer to the customer."
We created a new name and identity and carefully managed the transition to a new brand. The new modified name, TW Telecom, and identity retained an important reference to the Time Warner equity while signalling the new potential of the company. We developed a look and feel for a range of communications including the web site, business papers, promotional materials, signing, vehicle identification and identity guidelines.
