Building a Future-Proof Brand and Website for Central Florida’s Telecom Leader

Smart City Telecom has been Central Florida’s internet provider for over 50 years. With clients like the Walt Disney Company and Orange County Convention Center, Smart City is known as a reliable and personable partner. But with big plans to expand their residential services and grow their commercial customer base, it was time for their brand and online presence to match their goals. Smart City came to us to develop a cohesive, future-ready brand and website that clearly articulated who they are, what sets them apart, and where they’re headed.

Our Approach

We began by digging into how Smart City talked about themselves — and how the outside world might be interpreting them. Then we studied the competitive landscape, taking a closer look at the digital presence of other major telecom companies. This background research, along with in-depth interviews with Smart City’s leadership team, helped us pinpoint three unique characteristics: deep roots in the Central Florida community, unmatched reliability and customer service, and future-proof technology.

From these insights, we developed a clear brand purpose that articulates who Smart City is and why they exist: Smart City is Central Florida’s trusted hometown telecommunications provider, personally serving and seamlessly connecting their neighbors with the world.

This statement — and the newly established brand voice that supports it — became the foundation for fresh messaging across other platforms, including a new website.

Our Work

With new messaging developed, we moved into a website overhaul, consolidating content from three separate websites into one. The 70-page site incorporated the brand’s new vibe and voice, plus refreshed colors and responsive design. Every page, from residential services to enterprise solutions, was thoughtfully structured with a new UX/UI strategy, ADA compliance and SEO-friendly structure made to convert users. Our goals were simple but high-impact:

Bring together content across other existing sites and streamline it to one new website with newly established messaging
Help Smart City retain and expand residential market share by highlighting offerings and benefits
Push commercial sales with clear services and lead-gen opportunities
Build a site that’s easy to use, easy to update and built to last

And we did just that. With the launch of the new website, Smart City has a cohesive brand and a digital presence that reflects the breadth of their offerings, the personal touch to their services and the direction of their vision.