Project Information



Optimum offers cable, Internet and voice service throughout New York, New Jersey and the West. The company looked to re-launch its brand to better compete in the converging cable and telecom industry.


Sometimes it seems the cable industry is known more for bad service and dishonesty than it is for rom-coms and sitcoms. So, when we first met with Optimum, we were inspired by their cultural tenet: Be humble and earnest in all that you do. We thought this was refreshing and powerful in an industry riddled with over promises and technobabble. Our idea was to take that tenet and turn it into their brand strategy. The result was “Honest Connections,” a strategy that means giving a frank answer. A genuine apology. A true assessment. An honest effort. An empathic service call. In short, the truth.


Our unadorned brand identity program captures the straightforwardness of the brand. It also leads our larger effort to improve the Converged Brand Experience, from identity to interface design to product, customer service and experience design.


  • Brian Collins
  • Lee Maschmeyer
  • Matt Luckhurst
  • John Custer
  • Elizabeth Talerman
  • Nucleus
  • Mother