How we expanded a worldwide business into the business world.
After 15 years of success as a B2C service provider, telecommunication giant Vonage decided it was time for business. Creative Compound was tapped to completely reimagine their brand for B2B marketing — crafting a fresh visual identity with fully-integrated campaigns of original content, and delivering Vonage an entirely new base of worldwide customers.

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How we expanded a worldwide business into the business world

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After 15 years of success as a B2C service provider, telecommunication giant Vonage decided it was time for business. Creative Compound was tapped to completely reimagine their brand for B2B marketing — crafting a fresh visual identity with fully-integrated campaigns of original content, and delivering Vonage an entirely new base of worldwide customers.

BRAND
VOICE GUIDE


CUSTOM PHOTO/VIDEO LIBRARIES

12-PART
YOUTUBE SERIES 

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B2C vs. B2B: apples and oranges
America’s favorite orange-themed telecom had a communication problem. They saw an opportunity to replicate their sales success with consumers by offering their best-in-class VoIP solutions to companies. However, they weren’t sure how to translate their lighthearted brand persona to a business audience. They also needed an entirely new inventory of B2B content to fuel their advertising efforts, but were spending a fortune trying to make stock images feel cohesive and unique.

 

So the leaders in phone service gave Creative Compound a call.

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“Business grade. People friendly.”
Creative Compound’s approach was to give Vonage a comprehensive visual makeover. We began by building out an updated brand voice guide that connected with a new class of customers, while still authentically representing their distinctive signature personality. Leveraging Creative Compound’s Jeff Markowitz and his decades of award-winning photojournalism, we cast, scouted, and shot a massive library of custom video and images.

 

The content, which featured real people, was then licensed exclusively and without limits to Vonage across web, print, social, and outdoor advertising. From banner ads to New York’s Times Square. Plus, we created a 12-part YouTube series which quickly became Vonage’s most watched content ever.

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Hello, new market

By delivering years-worth of original branded assets, Creative Compound’s world-class experience and content creation services instantly increased sales and recognition for Vonage. Millions of views. 16,000 stills. 3000 custom selects in just 10 days, for a fraction of the cost of using stock. And 1 unique, consistent brand identity to support Vonage’s successful expansion into a vast and untapped market.

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