Common Networks

DESIGNING a local alternative

Most Americans are dissatisfied with their choice for home internet. Common Networks was a new choice—using rooftop 5G radios to connect residences to a fiber network.

As head of brand marketing, I developed and implemented our creative system across design, photography, and copy—focusing on honesty as our differentiator.

BEING GREAT NEIGHBORS

We went out of our way to support our cities—showcasing local businesses, highlighting community partnerships, and adopting a colloquial tone. We also wanted to give residents a way to celebrate themselves. Much of our marketing collateral and promotional materials were designed this in mind.

360º LAUNCH CAMPAIGN

Our revised positioning was debuted with our first coordinated metro launch in San Leandro. I led the marketing launch, including bus shelters, BART takeover, press conference with the mayor and city council, and direct mail to every resident.

Within weeks of the San Leandro launch, we exceeded our quarterly goals for leads, with 10% of the area signing up for service.

CREDITS

Creative direction and copywriting: Chris Royalty
Design: Carey Ordway, Jenna Steely, & Halina Mader
Agency: Nelson Cash