Start.ca Fibre Service Relaunch
As Start.ca expanded its fibre network, the service needed a stronger market presence that reflected its quality and neighbourhood-driven infrastructure. The rebrand was aimed at shifting perception from a generic internet option to a future-facing service with real community roots. Updated visuals and messaging helped position fibre as the company’s flagship offering.
Company: Start.ca
Product: Residential Fibre Internet
Design: Hilary Lucio
Creative Direction: Janet Siddall Smith
The goal was to elevate the visual identity of Start.ca’s fibre internet service to increase market awareness and legitimacy. The updated look and feel aimed to better reflect the reliability and performance of the offering through a more professional and established approach.
The challenge was standing out without straying too far: creating a campaign that felt fresh and exciting while still clearly tied to the parent brand. The visuals also had to pop in a local environment saturated with greenery, pushing us to think strategically about contrast and visibility in a real-world landscape.
A bold, type-forward aesthetic was developed to distinguish fibre from the parent brand while still feeling connected. Key differentiators included all-caps headlines in a condensed font, minimal imagery, and the strategic use of iconography and brand colours. Visual elements like staggered lines with nodes subtly referenced fibre-optic cables and guided the viewer through content. Neighbourhood-specific assets created a sense of local relevance and visibility.
