FIBER GOES GRANDMA

Gateway Fiber’s cross-stitch campaign 

Gateway Fiber’s Really Nice Internet campaign (see here) took an abrupt turn from the cold, futuristic aesthetic so often found in the fiber space. With a doll-house fiber utopia that could double as a summer retreat for the cast of Rudolph, we crafted a warm and inviting neighborhood that customers would actually want to live in. But as we looked to expand the campaign, we wanted to keep it cozy, create a format fit for simple headlines and redecorate with a kitschy residential remodel.

Introducing Homey Fibes, a tasteful digital cross-stitch with matching Rae Dunnish lines fit for a fiber home (and Nana’s). These evergreen assets further Gateway Fiber’s message of being friendly, fast and fair while playing up the strengths of their residential offering. And yet again, we pushed away from the market mainstream into something familiar and worth spending time with (like Mimi, Gran and Mumu). 

Speaking of spending time with something. Let’s pop in a Werther’s Original and look at old photos of relatives you’re vaguely related to our cross-stitch executions. 

SOCIAL + DIGITAL DISPLAY

Finding a place for gaming within this heart-warming aesthetic wasn’t exactly a corner piece in a Bluey puzzle. We had to turn the idea around in our heads until, wait. What’s that there? Yes, the controller does look like a crescent moon. Perfect for those who love anything from the celestial body that orbits our Earth and back.

And look here!

SOCIAL + DIGITAL DISPLAY

DIRECT MAIL

Are those granny squares in the shape of the Gateway Fiber hexagon? Granny hexagons? And is that a leather patch in a digital display? Indeed, it is. Oh, and there’s more. 

Thanks for taking a peek. We’re excited to see this homemade art direction standout in an uncommon category for homemade work. With social, display and more direct mail than Harry Potter on his 11th birthday, we think it’s sure to make a big fibery kafloof.