The Problem
Fresh off a rebrand from WISP Broker, ISP Advisor was stepping into a bigger role. Not just brokering ISP company sales, but helping operators build something worth selling in the first place.
A major industry conference was coming. Their entire audience would be in one room.
They wanted a Cinderella moment to unveil their new mission.
But first, they needed a new dress.
Finding the Story
Challenge: ISP Advisor's tagline "Build Your ISP on Purpose" was vague and forgettable. It sounded like every other corporate brand in the space.
Approach: Find the emotional truth underneath the business and the specific pain point driving their audience.
Insights:
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Independent ISP owners are being pushed out of their markets by national providers
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There are rules to surviving this industry that most owners don't know
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They needed a message that made growth feel urgent and worth fighting for
Realization: This was a primal story about conquest, legacy, and taking back what's yours.
The resulting tagline:
"Claim your territory. Own your exit."
The Design
A powerful story needs visuals to match. The existing corporate aesthetic wasn't going to cut it.
Color Strategy
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Added blood orange to the existing contrasting palette to bring it out of boring corporate blue vanilla land
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Demands attention. Signals "we're here to help you win"
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Distinctly different from competitors. Immediately recognizable and memorable
Strategic Visuals
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The team didn't want to change the logo, so I had to add personality with the other surrounding elements
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Pink clouds add drama and emotion. Transform the exit journey from corporate/stressful to aspirational/exciting
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Represents taking high ground and dominating terrain
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The visual story: this is a conquest, not just a business strategy
The Results
Within weeks: booth materials, website redesign, lead magnet, ads, and social strategy... all flowing from the same primal story.
The messaging became a magnet. It attracted the right people and repelled the wrong ones.
Real positioning isn't about being approachable to everyone. It's about becoming irresistible to the right one. About writing a love letter to your most ravenous fan so when they land on your brand, they feel like you built it just for them.
ISP Advisor
Verifind
MiMir
