L/NK UP

CONTEXT
Bahamas Telecommunications Company (BTC) was suffering from a lack of trust and vibrancy, mostly driven by anachronistic branding and poor customer service. Despite being the original telco in The Bahamas and the pioneer of Fiber Internet across the 700 islands, it was perceived as less innovative and disruptive than its upstart rival "Aliv."

TASK
We would reposition BTC through a vibrant new Brand Promise (below) and tonality that would genuinely engage a new generation of Bahamian internet users. The rebrand would launch in tandem with a "Speed Bump" campaign rewarding loyal customers with a free increase in Fiber Internet speed. In a developing nation where sudden plagues of neighbourhood speed bumps are a national joke, it seemed a fitting and disruptive metaphor with which to come out with our new look.

BRAND PROMISE

LINK UP [LꞮŊK ɅP] NOUN/VERB BAHAMIANESE.
MAKE, FORM OR SUGGEST A CONNECTION: MAN, WE GAT TO LINK UP | WE GUH LINK | LINK UP DA WYBE

Island time may be good for tourists, but not for Bahamians who want to get “tings” done. From clunky bureaucracy to power cuts and traffic jams, everyday life in The Bahamas can be tough.

Since 1966, as the original telecoms company, BTC has been committed to connecting the people of The Bahamas, thereby making life a little easier. BTC connected the first generation of home phone, TV & internet users across our 700 islands. And now we’re LINKING UP a new generation of unapologetic internet guzzlers on fibre & mobile.

Why? Because BTC believes Bahamians should be able to LINK UP wherever they go, with one evergreen solution. In a country where daily life can still be tough, BTC IS committed to being the LINK to staying connected and getting “tings” done.