How to engage the world with a tech product that enables people to reliably access the internet? Who should invest in this product? Shaping the business case behind a utility-like product aimed at people with few resources surely is a challenge. How do you break through the shadow of tech giants who get more attention for projects like these - or, at least, make yourself interesting to them?
We created a new name to convey what the company was all about: Surfbird and its website were born. We created a rallying cry to engage influencers, consumers, and the public: End Internet Poverty! We dressed the brand and shaped its narrative to be uniform across channels to the press, governments, and to influencers everywhere. After all, if nobody fights with you, how are you going to win?