Chief Marketing Officer, Brand and GTM Lead, 2025
Foam Internet
Internet Service Providers are among the most despised companies in America. That's not a problem. That's a brief.
Chief Marketing Officer, Brand and GTM Lead, 2025
Foam Internet
Internet Service Providers are among the most despised companies in America. That's not a problem. That's a brief.
Chief Marketing Officer, Brand and GTM Lead, 2025
Foam Internet
Internet Service Providers are among the most despised companies in America. That's not a problem. That's a brief.
The Problem
Internet infrastructure is a commodity. Customers expect to be ignored. The category has no design language worth borrowing and no emotional register worth stealing. Starting from zero was, in this case, the advantage.
The Insight
ISP customers aren't buying internet. They're buying the life the internet enables.
Approach
Brand came first. Strategy, not decoration. If the product was going to compete on experience, the brand had to model that experience before the product could deliver it.
The Problem
Internet infrastructure is a commodity. Customers expect to be ignored. The category has no design language worth borrowing and no emotional register worth stealing. Starting from zero was, in this case, the advantage.
The Insight
ISP customers aren't buying internet. They're buying the life the internet enables.
Approach
Brand came first. Strategy, not decoration. If the product was going to compete on experience, the brand had to model that experience before the product could deliver it.
The Problem
Internet infrastructure is a commodity. Customers expect to be ignored. The category has no design language worth borrowing and no emotional register worth stealing. Starting from zero was, in this case, the advantage.
The Insight
ISP customers aren't buying internet. They're buying the life the internet enables.
Approach
Brand came first. Strategy, not decoration. If the product was going to compete on experience, the brand had to model that experience before the product could deliver it.
Process
The brand identity was rooted in the optimism of early digital movements giving a nostalgic nod a contemporary feel.
Process
The brand identity was rooted in the optimism of early digital movements giving a nostalgic nod a contemporary feel.
Process
The brand identity was rooted in the optimism of early digital movements giving a nostalgic nod a contemporary feel.
Type
WT Saltburn was chosen as Foam’s core font for logotype and brand applications, a contemporary refresh of Frutiger and iconic 90s/00s typeface.
Type
WT Saltburn was chosen as Foam’s core font for logotype and brand applications, a contemporary refresh of Frutiger and iconic 90s/00s typeface.
Type
WT Saltburn was chosen as Foam’s core font for logotype and brand applications, a contemporary refresh of Frutiger and iconic 90s/00s typeface.
AI Native Style Guide
Foam’s brand and content machine was intentionally built to scale using AI, with prompts and tools baked into the style guide ready to go.
AI Native Style Guide
Foam’s brand and content machine was intentionally built to scale using AI, with prompts and tools baked into the style guide ready to go.
AI Native Style Guide
Foam’s brand and content machine was intentionally built to scale using AI, with prompts and tools baked into the style guide ready to go.
Voice
Establishing trust and reliability was key, the need was to speak with confidence but also understanding and the familiarity of a user.
Voice
Establishing trust and reliability was key, the need was to speak with confidence but also understanding and the familiarity of a user.
Voice
Establishing trust and reliability was key, the need was to speak with confidence but also understanding and the familiarity of a user.
Collaborators
Camile Tanguay, Graphic Design. Carly Aimi, Brand Voice and Brand Direction. Dilara O’Neil, Brand Voice. Famekilled, Artwork and Motion. Phil Van Der Krogt, Digital Production. James Anderson, Graphic Design and Branding.
Collaborators
Camile Tanguay, Graphic Design. Carly Aimi, Brand Voice and Brand Direction. Dilara O’Neil, Brand Voice. Famekilled, Artwork and Motion. Phil Van Der Krogt, Digital Production. James Anderson, Graphic Design and Branding.
Collaborators
Camile Tanguay, Graphic Design. Carly Aimi, Brand Voice and Brand Direction. Dilara O’Neil, Brand Voice. Famekilled, Artwork and Motion. Phil Van Der Krogt, Digital Production. James Anderson, Graphic Design and Branding.
