About Fiberklaar
Fiberklaar makes your home ready (‘klaar’) for a fiber-optic internet connection. A brand name can hardly be more descriptive. We wanted this clarity built into the name 1) to make people more acquainted with the word ‘fiber’, 2) to closely connect the word ‘fiber’ to the brand, and 3) to make it easier to explain that they make your home ‘klaar’, without providing the actual internet.
The soul
Fiberklaar as a brand didn't exist yet, so first some heavy strategic lifting needed to be done. Putting cables into the ground may not sound sexy (also, Fiberklaar is technically a B2G brand), but we still decided to build a brand with a strong and outspoken B2C-ish character. We had to prepare and enable our client to create enthusiasm and ignite curiosity with city governments and local residents alike.
Brand vision, essence, values and promise were all fine-tuned to this goal, which led to a strong brand personality with a witty and laconic tone-of-voice, and tons of energy.
The voice
So the new name needed a dangerous dose of descriptivity. The fact that hundreds of existing brands already had 'fiber' in their name didn't help. By adding 'klaar' we found a blind spot. And a hot spot, apparently: even if 'fiberklaar' could well be an actual word in Dutch, the brand name as well as the URL fiberklaar.be were still available.
Matching the witty and laconic tone-of-voice, we also created a sonic identity for Fiberklaar. Again introducing some quirky humour using a robotic Vocoder effect on the voice that says 'Fiberklaar'. The tune itself has deep bass tones to establish trust and a solid foundation for the brand sonically.
The face
Of course the logo is an F and a lightning bolt at the same time, symbolising the light speed at which fiber operates. Visually the brand comes to life through a playful illustration style that expresses the speed and dynamics of fiber. Its simplicity also emphasises the hassle-free swiftness of the installation process.
Also, the illustrations are flexible to represent different towns and cities across Flanders in a recognisable way. Communications can be adapted for every region in a way that inhabitants feel personally addressed by Fiberklaar. As far as branding goes, we made this brand as Fiberklaar as can be.
