• Transform magazine
  • February 04, 2023


UK next-generation internet service provider receives major rebrand

Airband Branding Thecorner

Airband, which is set to relaunch this week, had its brand strategy and visual identity redesigned by independent creative agency The Corner. The project with the London-based agency was undertaken to reposition the broadband company at a time when inflation is having an adverse impact on British consumers.

With a complete overhaul across all touchpoints, The Corner’s brand and launch campaigns hope to underline Airband as a broadband company with a distinct difference. Unlike competitors, it will offer a high-quality service to consumers living outside of major cities. To reflect this new positioning, the agency worked with Andrew Rae to adapt the brand’s strategy, visual identity and communications.

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Tom Ewart, chief creative officer and founding partner at The Corner, says, “If you love good brands, like we do, the opportunity to work on the design and comms simultaneously is a dream. It allows us to link up the whole customer experience in a really satisfying way.

“We wanted to champion Airband’s simple, honest way of doing business, with fun and irreverence. There isn’t much joy in the world right now, but hopefully Puffy will make people smile.”

‘Puffy’, an over-inflated puffer fish, is set to become the new face of the brand. In the brand’s first TV advert, comedy actor Marc Wootton does the voice over, promising ‘suuuuperfast broadband from just £25 a month, with no price hikes.’ The message will be primarily be platformed on radio.

James Hyland, head of marketing at Airband, adds, “We couldn’t be prouder of our new brand and Launch campaign. For too long communities and businesses outside of major cities have had to put up with sub optimal broadband. Airband changes all of that, and our new brand and comms shows just how different we are.”