The brief
TelNet Worldwide had a brand problem. After providing traditional telecom services for nearly 20 years, the company’s identity had become inextricably tied to legacy services which were being retired en masse in the era of remote work and cloud technology.
With a new suite of cloud-based unified communications products and a rapidly evolving market, TelNet needed to be repositioned as a forward-thinking authority in the digital migration space without alienating the existing customer base that had relied on it for decades.
The challenge
When TelNet decided to pivot, the brand had to prove it. That meant reimagining the voice, visual identity and content ecosystem from the ground up—all while the product offerings, market needs and customer expectations were shifting.
The deliverable
We built a content ecosystem that educated current customers on why cloud migration mattered, attracted new prospects who were already looking to the cloud and demonstrated TelNet’s credibility in this space.
The Digital Transformation Guide was the cornerstone of that effort: a chaptered, interactive web experience that walked businesses through the pitfalls of legacy technology, the risks of inaction and the roadmap to cloud migration.
The guide was more than just concise copy, sharp design and a dynamic interface. Strategically, it was an internal linking engine, a lead generation tool and an adaptable content source that we built out across LinkedIn ads, executive presentations and a downloadable eBook, extending its reach well beyond the original publication.
The result
We used the guide (in all its forms) to educate our customer base, advertise to new prospects and position TelNet as an authority in the cloud migration evolution. As the company focus and product set evolved, so did the brand’s voice, messaging and visual identity.
It became the backbone of a branded content strategy that drove a 570% increase in blog traffic and 64% increase in marketing qualified leads between 2019 and 2021.
