Jade Communications is an award-winning internet provider based out of Alamosa, Colorado. Jade approached Pivot Group to develop their brand and craft marketing tactics that would not only separate them from the competition but make them a company so well-loved people wanted to buy shirts with their logo on it.
Services
Branding
Design
Creative Strategy
Copywriting
Animation
Illustration
Jade Team
Chelsea Radich
Shaye Vanderville
Lydia Reed
Catherine Flaherty
Awards
NTCA Marketing Excellence
Calix Innovator of the Year
Years
2021–Present
While their competition kept busy trying to explain their technology to people who care more about having internet that works than understanding how the internet works, Jade offered something simple: Good Wi-Fi. No nightmares.
Early on, we discovered that while Jade customers appreciated the quality of the service Jade provided, what customers connected most strongly with was the upbeat and relatable interactions they had with Jade.
The brand update built on this core relationship, giving Jade’s brand a readily-identifiable, lighthearted, optimistic, and humor-filled personality that their competition couldn’t imitate.
Logo
Jade’s logo had a strong core typeface but was otherwise in need of an update. We dropped the 90s style globe, modified the letterforms, and added an off-colored dot above the j, resulting in a more modern, flexible logo that is both recognizable and simple in presentation. The end result is a logo that is simpler, more scalable, readily recognizable, and allows more room for dynamic visuals.
Identity
Jade’s updated identity system kept the bright green and orange tones of their original brand, but brought in greater contrast around them with deep tones and true highlights. Jade’s personality was further amplified by playful pattern elements, lively approaches to copy, and unusual image selections.
Security You Can Love
While many companies focus on theft prevention and the worries people have when promoting doorbell cameras and home monitoring system, we positioned Jade’s security offerings as a partner who helps you take care of the things you love. Inspired by Pixar, we sought to bring the security cameras to life as a personable, loved part of people’s homes by crafting a character who wants to do nothing more than watch out for you.
Jade Click
In 2023, Jade launched a new service that gave subscribers greater control over the internet. We named this service “click” as users were able to prioritize devices, streamline their experience, and protect their families from unwanted content all with the click of a button.
Unboring your internet ·
Building a Brand Video
Jade challenged us to craft a brand promo video that engage visitors to their website and captivate audiences at their local theater as well as through various digital platforms. Because of our well-established relationship, they leaned on us to define the concept and key messaging.
Watch the Video
Jade's Brand Video combined stop motion papercraft with digital illustration and animation. The objects in the scenes, sound design, and overall execution add layers of nostalgia that help tell the story of the internet that once was while also highlighting Jade's presence as an approachable, fun-loving brand.
Script
Kristie Castanera
Creative Direction, Illustration, and Papercraft
Brandon Waybright
Project Management
Phoebe Boyd
Animation
Jill Cefalo-Sanders
Stop Motion Videography
Josh Williams
Story
In an industry that people love to hate, Jade wants to start a movement to radically change the relationship people have with their service providers—bringing back the fun, safety, and freedom that made the early internet such an exciting experience. We built a 3-part narrative for the video to communicate the meaningfulness and fun that comes with joining the Jade movement.
The Problem
The internet used to be fun, but these days it feels mostly like another frustration. What started with AIM and You’ve Got Mail is now a world of cyberbullying and zoom meetings.
The Transformation
Fun means something different than it did in the 90s—what we long for today is freedom, independence, security, and lightheartedness.
The Movement
Why are we so fun? Because fun is more than just nice to have—its the the thing that makes life good. Join the movement. Join the fun.
Behind the Scenes
A New Website
On Jade's website, we balanced their dynamic brand voice with careful site organization, making it easy for users to find what they need and ensuring that users have both a simple and enjoyable experience when visiting Jade's site.
Site Architecture
Jade’s overall site architecture was significantly reorganized based on findings from back end data and an understanding of common user behaviors on the site. The main navigation highlighted the most common content types desired by visitors, limiting confusion and making it abundantly clear what kinds of services Jade offers.
User Flow
The overall site organization of the site allows for users to land on the site and complete a task such as signing up for internet service in as few as four clicks. Although there are plenty of easter eggs to be found throughout the site, ffficient user flows for the most critical behaviors on the site serve as the backbone for all of the design.
Results
Making the internet fun.
Jade has seen a great deal of success since the launch of its new brand. It has increased its service area, launched new services, maintained high satisfaction numbers with its clients, and been awarded by multiple organizations for both its brand and the way it does business.
2x
Subscribers
30+
Communities Connected
4
Services Launched
1st
