Cuckoo isn’t any stranger to shaking issues up on the planet of broadband. The corporate – launched in 2020 by founders Alexander Fitzgerald, Tommy Toner and Daniel McClure – hit the bottom working with a single deal and one-month rolling contract. Since then, it has been ranked because the UK’s finest broadband for customer support by Cash Saving Knowledgeable in 2021 and 2022, because of its promise to get any buyer within the nation on-line inside 24 hours.
With its star rising, Cuckoo determined the time was proper to usher in a brand new model which highlighted its mission statements and put it on par with the opposite greatest broadband utility corporations within the UK. And to try this, they turned to specialist branding company Output. Think about that the broadband market is seen because the UK’s fourth utility and that different telecom corporations are struggling to maintain up, and a repositioning and model refresh could not come at a greater time.
“We’re taking up a stodgy and slow-moving sector,” says Cuckoo Co-Founder & CEO Alexander Fitzgerald. “The winds of change are blowing in telecoms. For too lengthy has the buyer been forgotten. Constructing a model that may stand toe-to-toe with the massive incumbents and surpass them into a real, industry-defining enterprise is what we’re about.
“Model issues. It touches every part we do. Model is as a lot the appear and feel of our advertisements because the service our staff offers on the cellphone. All the things Cuckoo touches issues to us.”
This emphasis on buyer expertise is what units Cuckoo aside from its rivals. If you happen to’ve ever been ready on the cellphone for hours to talk to an individual as a substitute of a robotic, you may perceive how irritating it may be to take care of different web suppliers. Not so with Cuckoo. The corporate revolves round a central concept birthed through the rebrand: If broadband begins good, stays good and does good – why should not it really feel good?
Alongside this concept, Output helped Cuckoo to develop three traits that outline the model’s character. These embody the phrases ‘trailblazing, spirited and real’, which each events agree are central to the Cuckoo expertise. In flip, they guided the creation of “adaptive visible worlds”, which cowl each kind of interplay throughout Cuckoo’s touchpoints. That implies that regardless of the way you’re getting in contact with Cuckoo or how Cuckoo is reaching out to its prospects, the model will stay pioneering and constant.
“In a class slowed down by speaking about pace and efficiency, Cuckoo’s distinction is the expertise they provide prospects and the best way they make investments the revenue in making the world extra linked,” explains Output Artistic Director Johanna Drewe.
“We at all times speak concerning the energy of true collaboration, and this mission reveals why. Cuckoo’s management staff purchased into our course of, and we pushed one another to be daring at each step. Their inner design & product staff constructed on our work, with shared retrospectives providing the prospect to overview and refine every side. The end result is a strong and cohesive design system that Cuckoo can use to energy on and lead the sector.”
Created in shut collaboration between Output and Cuckoo, the rebrand is the product of groups working in sprints to convey the model and design system to life. Actual-time suggestions and reverse retrospectives proved the price of Output’s ‘break it to make it’ philosophy, and the ultimate result’s a cohesive id which positions Cuckoo as a number one title within the sector.
Tommy Toner, Cuckoo Co-Founder & VP of Product, says: “For Cuckoo, model and consumer expertise are two sides of the identical coin. As a challenger in a stale and contested house filled with legacy incumbents, model is one among our key differentiators.
“Investing in our design system early like this allowed us to keep away from ‘tech debt’ on consumer-facing artefacts, eradicating the necessity to rebuild many web site elements afterward. We believed it will set a powerful basis for the model and product to construct upon.
“We really feel so excited to indicate the world what Cuckoo Broadband actually is. The reception of the model from our staff, prospects and buyers has been unimaginable. We now have the instruments and foundations to set us up for scale, positioning us as a particular participant within the international telecoms house.”