London without limits has arrived.
- Campaign Strategy
- Creative Production
Where we started
For one of the world’s leading centers of business, culture, and commerce, London’s future––when measured by having its increasing bandwidth needs met year-over-year––is far from assured. The city’s internet (both commercial and residential) is run entirely through the same underlying fiber network. And while there are many internet service providers (ISPs), their bandwidth is ultimately limited by one company’s hold on the network. They are, essentially, selling access to their piece of the same network.
Following the passage of the “Passive Internet Access (PIA) law,” other ISPs could now build their own networks. With this change, Vorboss threw its hat in the ring. Installing state-of-the-art fiber under the streets of London mainly from unmarked vans during COVID, they quickly saw the massive opportunity to transform London’s infrastructure. And they had a product London businesses needed. Their network delivers a minimum of 10GBPS. Meaning their GBPS starts at a speed where most other internet service providers (ISPs) top out.
In 2022, they were ready for prime time and approached West to help build and launch their brand across London.
What we did
Being a new market entrant is not a good thing when it comes down to supplying the world’s businesses with a mission-critical service. We needed to develop a brand that would not only punch well above its weight, be professional, and invoke trust, but also stand out against a host of ISPs in a mature and commoditized market.
So we first designed a Brand ID that looked and felt futuristic and high-fidelity yet maintained its mathematical foundation. Then we set about creating a city-wide ad campaign to make our mark––aptly titled “London, without Limits.”
Building on the Brand ID and tone of voice work, West created a myriad of OOH executions, animations, and podcast ads designed to show businesses across London’s Zones 1+2 that a new player had arrived. We challenged ourselves to build on top of Vorboss’ existing infrastructure, evolving their logo to create a mark that had life, movement, and story. Movement and motion were key elements here. Specifically for OOH placements, we needed to honor the history of our surroundings while bringing the mark and creative to life.
We needed to develop a brand that would not only punch well above its weight, be professional, and invoke trust, but also stand out against a host of ISPs in a mature and commoditized market.
- Matt Hirst, General Partner, West
Where they are now
Vorboss launched its campaign publicly across London in September 2022. They hosted a launch event at Somerset House for business leaders, partners and press, which included a fireside chat with CEO, Tim Creswick and David Rowan, Founding UK Editor-in-chief, WIRED, where they lifted the lid on the company’s new 10Gbps minimum product.
If you happen to be at Waterloo or Liverpool Station, just look up!