Challenge
A public company listed on the TSX Venture Exchange, Urban
Communications Inc. (Urban) specializes in the construction, operation
and management of fibre optic telecommunications networks and the
delivery of broadband subscriber services. As a CRTC registered
non-dominant carrier with approximately 200 km. of metropolitan area
fibre strategically located in high-density corridors of Vancouver and
Victoria, BC, the company needed to improve its investor following as
well as generate more telecommunications carrier and broadband delivery
service.
Action
With an outdated corporate identity and a website that
didn’t communicate Urban’s investment potential and telecommunications
and broadband power, a complete overhaul of the brand was required. This
included a new corporate identity, positioning line and website. We
also launched the brand into the consumer market with a consumer
brochure, poster, ad and display banner.
Results
The new rebrand and consumer product launch helped
position Urban as one of the major metro commercial and residential
Ethernet service providers to subscribers located near its optical
infrastructure. The company improved its market position by targeting
multi-tenant office and residential buildings, and adding applications
ranging from VOIP to video on demand and IPTV to its product offering.
The new positioning helped drive the share price from $0.10 to over
$0.50.
