Big internet providers have the resources to connect every home in the UK to fast internet, but to save money and maximise profits they often leave rural communities unconnected and underserved. For anyone living at the end of a Highland road, what’s at stake is more than decent wifi: it’s families keeping in contact and local businesses staying afloat.
Gigaloch, a community-based internet company in the Scottish Highlands, set out to change that by bringing gigabit internet to the UK’s most remote areas. It needed a business model, a brand and a launch that rural communities would support and advocate.
Our strategists helped develop a business model grounded in levelling up rural communities: free installation, the first year free, and a fixed, fair monthly cost after that. Add industry-leading green technology that protects natural environments, and free internet for local schools and community organisations, and the offer speaks for itself.
Our brand process helped the team uncover what matters most to them, and defined a proposition the public could get behind. It isn’t driven by profit, it protects the local environment, and it works hand in hand with locals to build a brighter future for rural Britain.
For the colour, we wanted something bold and techy, yet accessible, efficient and trustworthy. Electric blue was the perfect fit, and it quickly became famous in local neighbourhoods as residents saw bright blue trucks arriving to install their new infrastructure.
The rest of the brand is softer, reflecting the customer-first way the team works, with contour-inspired curved lines that come to life in 3D to visualise Gigaloch’s growing fibre network.
We couldn’t be more happy with working with Outfly. They totally integrated into our business.
Steve Brown, CEO, Gigaloch
Our marketing team has since worked closely with Gigaloch to build awareness, understanding, credibility and affinity in the rural areas it connects, from designing and developing the website to running campaigns across paid, social, email and print. At the heart of it is Behind the Fibre, a documentary-style video series told through the voices of Gigaloch’s earliest customers: people in rural areas who had been left behind by the big telcos, and the difference a modern connection makes to their lives.
After the brand and marketing push in 2021 and 2022, Gigaloch raised £2 million in investment and is now gearing up to connect hundreds of thousands of rural properties.
Outfly, a London brand, marketing and product agency, developed Gigaloch’s business model, brand and launch, and has run its marketing since.
Business strategy, brand strategy and identity, 3D and motion design, a website, the Behind the Fibre film series, and campaigns across paid, social, email and print.
After the brand and marketing push in 2021 and 2022, Gigaloch raised £2 million in investment and is gearing up to connect hundreds of thousands of rural properties.
The team wanted a colour that felt bold and techy yet accessible and trustworthy. Electric blue became famous locally as residents saw bright blue trucks arriving to install their fibre.
