Issue

Axiom needed to compete against giants GWI and xfinity, but they also wanted assurance that the essence of rural Maine would not be lost in a transformation.
A lack of funding, clear messaging and few partnerships left the company struggling to grow. Axiom Technologies designed and constructed more than 100 access points connecting more than 2,500 square miles in one of America’s most challenging terrains — rural Maine. They deserved recognition.

Rural broadband deployment is a challenge the United States is facing at an exponential level.
With an aging population, lack-of-equal access to healthcare and the increasing cost of education, both government and corporations are interested in investing, partnering and mentoring rural providers to help balance the inequality. However, Axiom was losing out on public-private partnerships and community recognition due to confusing messaging and the lack of scalable and executable solutions.

Path

Identify new opportunities.
Selling broadband as a commodity was not enough to propel Axiom ahead. Together, we identified additional opportunities for growth including public-private partnerships, potential funding for research and seasonal revenue-generating activities. The target audiences spanned from VC firms to Fortune 100 corporations to lobster festivals.

Relaunch as a company with clearly defined products, services and an identity as an innovation leader.
Axiom offered free education to local residents, was interested in adopting formally analog whitespace to use to throughput digital signal and providing high-speed access for thousands of Maine citizens. The focus was lacking.

Rachel worked with Axiom to identify and prioritize potentially profitable services and products, created entirely new messaging, generated positioning to use as the basis for VC and grant applications and developed materials to better communicate Axiom’s value to local communities.

Results

Axiom relaunched as a distinctly Maine brand with the heart of a teacher.
Axiom relaunched as a distinctly Maine brand with the heart of a teacher. Axiom offers free software and life skills classes to citizens of Washington County. Rachel created a separate microsite allowing for the separation of for- and not-for-profit services; research showed this was a point of confusion for customers. Their new website presents individual and community opportunities.

We created the Axiom Solutions Kit to streamline execution.
Rachel in collaboration with a world-class technology consultant created the Axiom Solutions Kit: a systematic, scalable execution methodology allowing Axiom to tell their story to small or large audiences for sell-through. Axiom was able to attract the attention of Microsoft. and together they will be implementing a wireless broadband service utilizing TV “white space” as a last-mile technology.

Productization and branding yielded new planning partnerships.
The brand was reimagined. It now stands out amongst behemoth broadband providers while retaining the soul of Maine in its DNA. In 2018, Axiom completed projects for the Town of Penobscot and Monhegan Island. Currently, Axiom is working on both planning and ongoing projects across the state of Maine. Plans include over ten communities across the northern rim of Aroostook County and more than fifteen communities in Penobscot and Lincoln Counties.

Site: ConnectWithAxiom.com

Before

After

Before, Axiom presented itself as a local ISP with confusing and disparate messaging focused primarily on collections.

After, Axiom stands tall among giants. It communicates effectively as a company planning and delivering vital connections from Maine to the world.

Original mark

Reimagined

Axiom truly believes every connection counts. Every internet connection. Every human connection. Every connection made through education. The tagline serves as an anchor while the letter A forms a bridge that serves as a visual indicator of the connection Axiom makes with its partners, clients and community.