Eager to Show Their Roots.

Rainbow is a broadband and telecommunications company in northeast Kansas. They are well-loved in the communities they serve. As a competitive provider began to close in on their service area, they knew they would need a campaign to remind their customers of the value they provide as they worked to convert their Internet network to fiber.

Our design and strategy team took the Homegrown Fiber idea and created copy and imagery to showcase how fiber could grow into a tree – symbolizing the growth of Rainbow throughout the years within the communities, and now growing into a fiber network. The campaign can be seen in all aspects of Rainbow’s marketing, from their fiber website, to direct mail campaigns, door hangers, neighborhood signs and digital ads.

The homegrown fiber campaign proved to be a surprisingly successful way to achieve Rainbow’s goals for this campaign. By leaning into the crisp, bold brand that is Rainbow, the design team was able to create an organic tree shape that featured icon representations of Internet-based applications. This tree combined their bright brand colors of orange, yellow and blue mixed with network-style lines for branches. It was both symbolic of the growth and benefits of a fiber network and also conveyed the importance of Rainbow’s roots as a company being firmly planted in northeast Kansas. This tree served as the centerpiece of the campaign and was used as an anchor for all design elements.