THERE'S MORE TO NETWORKS
Brand Launch for Allstream
Allstream (formally AT&T Canada) embarked on a full rebrand and integrated launch campaign following the collapse of what was formally AT&T Canada. All this taking place within the highly competitive and emerging business technology market of 2005. Our goal was to position the new company as a credible alternative for SMB. We did this by changing the conversation of the real role technology plays in running a successful business.
Client
Allstream
Year
2006
Scope of Work
Advertising & Promotions
Brand Design
REBRANDING AND REVITALIZING A TECH LEADER
Emerging from Chapter 11 as AT&T Canada, Allstream was born a new Canadian company, financially strong, fully independent and focused on delivering innovative communications solutions for North American businesses.
At the heart of this positioning was a simple but powerful insight: the continuous flow of information that travels through a network is more than just voice and data—it’s the value people create. That idea became the foundation for Allstream’s brand story, influencing everything from visual identity to tone of voice and campaign messaging.
With the rebrand complete, a fully integrated communications program was launched to build awareness and generate qualified leads.
Awareness ads established Allstream as a credible, Canadian alternative with a new take on technology networks. Demand generation ads in print, digital and OOH drove interest and call-centre inquiries through compelling offers. High-value direct mail pieces invited C-suite executives to book a one-on-one meeting.
Together, these efforts not only reintroduced Allstream to the marketplace but repositioned it as a trusted communications partner that understood that behind every network connection lies something even more powerful: What you'll do with it.
