Arelion
Revising the brand positioning of the internet pioneers
Insight
Arelion is the world’s #1 internet backbone, trusted by some of the world’s largest organisations to keep critical traffic moving.
But while highly respected in wholesale, awareness in the Enterprise market remained low. And in a category where connectivity decisions are mission-critical, buyers tend to favour familiar names over unfamiliar expertise.
How do you become the trusted choice when you’re still the industry’s best-kept secret?
Impact
Through extensive research, leadership interviews and workshops across the business, we uncovered a defining truth: Arelion quietly enables some of the world’s boldest organisations to succeed.
That insight led to a new global brand platform, The Backbone for Bold.
The result is a refreshed brand and campaign that better reflects Arelion’s premium position, strengthens differentiation and helps build trust with Enterprise audiences around the world.
Brand platform video
“Working with Cloudhuman has been an amazing experience. Through extensive research across our business, they really got under the skin of Arelion and helped us shape a refreshed brand with a clear internal direction. As it was our first time working together, we weren’t quite sure what to expect, but they could not have been more proactive, responsive or thoughtful throughout. Great insights, great deliverables and, on top of that, genuinely lovely people to work with.”