Fresh01 won the account in December 2015 to partner and supply creative and marketing support for the Wireless Broadband Alliance (WBA). As the world’s leading trade organisation for the unlicensed wireless broadband ecosystem, WBA was keen to capitalise on their position to attract new members and increase attendance at their annual events. This required an in-depth understanding of their existing positioning, how it was received by their members, and how it measured up to their competitors. As a creative agency with decades of experience in branding and identity, Fresh01 was the logical choice to carry out this work, casting a critical, incisive eye over WBA’s offering and providing clear, actionable feedback.
World Broadband Alliance (WBA) is the leading wireless broadband organisation. With such an iconic global presence, it was important that business continued to evolve to keep its leading title. Following on from a successful brand audit, Fresh01 were able to reflect on the needs of the WBA business, and move forward to propose new visual suite and language.
The main issue that we needed to overcome was how to roll out the new brand elements without affecting the workflow of the alliance, as the new branding was to impact on every part of their marketing touch-point.
The Fresh01 geared a team to enhance and roll out the new branding across multiple areas of the business. The structured and logical plans spanned across a 4-month window so that the rollout coincided with the first new Wireless Global Congress event hosted in July 2016 at the Liverpool Exhibition Center in the UK.
5 new websites were successfully rolled out in time for the both the San Jose and Liverpool Wireless Global Congress shows – including an industry awards website with eCommerence, a ‘World WiFi Day’ website, and the core World Broadband Alliance corporate website. New brand guidelines were implemented within the company, as well as a full suite of marketing collateral, a brand new image library, and ongoing sales and marketing tools. This project was a prime example of a true multimedia solution, and one of Fresh01’s major success stories for 2016/2017.