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Combining Three Market Leaders into One Category Killer

Allbridge Case Study

Read the press release here

The Context

Seeing an opportunity in the market for a more strategic solution, three companies (Bulk TV & Internet, DCI Design Communications, and EthoStream) came together to offer a single provider for Data, Video, and Voice solutions to the hospitality, healthcare and higher education markets. With the merger came the need for a new name, new brand, and a bigger story to tell in order to capture the markets attention and claim a thought leadership position on the future of in-room technology.

Our Solution

In our research with customers and other market influencers, it became clear that internet, TV, and phone technologies were rapidly blurring together, breaking traditional boundaries while at the same time, few providers in the market were serious about taking a holistic view of the customer experience across all of these services. The new name, ‘Allbridge’, was based on the connections the combined company makes between consumers, properties, and technology. We focused the company’s brand around the name and tagline ‘ONE CONNECTED EXPERIENCE’, emphasizing the strategic value the company offered in improving the customer experience and therefore customer loyalty. From here we built a modern visual brand and brought it to life with a brand introduction video, core tools and templates, and go-to-market campaign concepts, all focused on telling a consistent brand story to drive market awareness and greater growth.


“I’m thrilled to have Sustena onboard with us as we make this transition. I was very impressed with the work they’ve done. Everything from their customer research to the new name, logo and materials was thoughtfully developed and well-orchestrated, providing us with a great brand that communicates the breadth of our combined offerings and value in meeting our clients’ growing technology needs.”

Dave O’Connell, CEO of Allbridge


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