Rural broadband marketing comes with a unique challenge: you're not just selling speed—you're changing long-held habits and perceptions. In many communities, residents have spent years believing unreliable internet is simply the cost of living outside city limits. Breaking through requires more than highlighting gigabit speeds or competitive pricing. It demands messaging that feels local, authentic, and deeply relevant to the people who call those communities home.
Luminate Broadband: The Faces of Luminate
For Luminate Broadband, we built the strategy around one idea: people trust people like themselves. We developed highly specific audience personas and featured real members of the communities they served, and I led the creative direction and design that brought each one to life — copy, visuals, and the system tying it all together. The result felt less like marketing and more like a neighbor's recommendation.
Fast fiber has become the expectation — but exceptional service still stands out. For Elevate Internet, we developed the "We Do More" campaign, including the 30-second spot featured here, to shift the conversation beyond download speeds and pricing. I led the creative direction and visual identity behind it, emphasizing the company's commitment to going above and beyond through customer service, installation, reliability, and ongoing support. Choosing an internet provider, the campaign argued, is about more than the technology itself — it's about the people behind it.
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