THERE'S MORE TO NETWORKS
Brand Launch for Allstream
Emerging from AT&T Canada, Allstream redefined itself as a financially strong, independent Canadian communications company. Guided by the belief that information flow is more than just data, it’s the value people create — the brand launch and integrated marketing program repositioned Allstream as a credible alternative who changed the conversation about the role technology plays in running a successful business.
Client
Allstream
Year
2006
Scope of Work
Advertising & Promotions
Brand Design
Collaborators
Alan Marr
Eden Robbins
Emmet Koudis
Len Dang
Yauheni Baldziusau
Rebranding and revitalizing a telecommunications leader
Emerging from Chapter 11 as AT&T Canada, Allstream was born—a new Canadian company that was financially strong, fully independent, and focused on delivering innovative communications solutions for North American businesses. With a new name, logo, and tagline, the brand marked a fresh start and a clear vision to help organizations harness the true value of technology.
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, Allstream turned to expanding its footprint among Canada’s mid-market businesses, largely dominated by Bell. 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 and digital media drove interest and call-centre inquiries through compelling offers. High-value direct mail pieces invited C-suite executives to book a personal meeting with Allstream.
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: People.
