Phoenix Tower International

Rebranding a transformational
telecoms real-estate business

"Synima Group is a creative agency of the highest caliber. Their services are of exceptional quality, their turnaround times are unmatched, and their dedication to understanding their clients' needs is second to none.
I highly recommend Synima Group to anyone seeking a collaborative partner for creative solutions. 
Thank you, for your unwavering dedication and commitment to excellence."
— Head of Marketing, Phoenix Tower International

Who is Phoenix Tower International?

PTI acquires, integrates and operates wireless infrastructure for
 operators globally, helping deliver connectivity to people everywhere.

Founder-led and backed by the mighty Blackstone group, PTI is the largest, privately owned TowerCo in the Americas and the fastest-growing in the western hemisphere. Apart from a huge portfolio of towers, next-generation DAS, Small-Cell, Green-energy and end-to-end, Turnkey-services offerings, PTI's unwaivering customer focus and drive to add value back to the communities in which it operates sets it apart from competition.

What was the brief?

PTI comissioned Synima Group to support on:
  1. Brand refresh 
  2. Overhaul digital infrastructure and launch a new corporate website and 
  3. Activate campaign activity to engage its huge database and continue to enhance awareness in new segments and markets to accelerate growth

PHASE 1

Execute a complete visual and tonal brand refresh

1. Competitive analysis and discovery

Strategic and analytical discovery was anchored on executive interviews, insights, competitive analysis, and review. The process established a clear differentiation between PTI and competition and built the foundations of the PTI value proposition:
  • Defining the PTI service composition 
and standard business operations i.e. What PTI does
  • Mapping the different stakeholders from Service Provider Customers, Partners, Landlords, Developers, and Communities i.e. Who PTI serves 
  • Identifying the values that are most prevalent within the business
  • Characterising the personality of the business - influencing tone of voice, messaging and the way the business communicates
  • Establishing what makes PTI different from other TowerCo's or REITs to help stake-out 
an ‘ownable’ space

2. Value proposition

The value proposition is the pivot point between strategy and brand, defining why the business exists, the value it creates, why it is different and how that benefits its stakeholders. It was anchored in two critical insights:
  1. 'We work Faster': Privately owned and backed by Blackstone unharnesses PTI from short-term fiscal decision making meaning investment decisions can be taken faster and based on lifetime value rather than fiscal quarters
  2. 'We work Harder for our customers': As a founder-led business the recurrent themes of Hard-work, Integrity and Dedication to serving customers were prevalent and deeply valued across the business

3. Tonal Identity

The PTI brand voice defined how the business spoke and the style of language used. It reflected PTI's international stature and the ambition, passion and drive exhibited by every employee, to deliver an exceptional service to customers and partners, around the world.
  • Passionate: We care about our customers, our service and our business
  • Engaged: We invest time to better understand our customer’s needs
  • Principled: We do the right thing, for the right reasons
  • Honest:  We speak the truth - always
  • Collaborative: We work closely with customers, innovating to meet needs
  • Knowledgeable: We speak with authority, reflecting unparalleled expertise
  • Respectful: Our customers have a choice - we never take their business for granted

4. Visual Brand

Expressing confidence and ambition, Red became the heart of the PTI brand. The Phoenix symbolized resilience, transformation and success. Soaring upward, it represented the leadership and aspirations of the business. 

The Phoenix was placed within a hexagon, a contextual symbol of cellular communications in which PTI operates. The Hexagon also became the PTI visual brand device, enabling a spectrum of visual elements; lifestyle, logo, block-color and negative space; to infinately integrate.

Lifestyle featured the employees from around the world. Why? They lived and represented the brand to their customers and presented the living face of the business at every touchpoint.

Finally, a contrasting, dual-font typeface of Avenir Next and Times New Roman represented the future-facing aspiration with the trust and security of a finacial institution. Used in combination it deliverd visual contrast, separation and emphasis in copy, helping tell the PTI story.

PHASE 2

Audit of Digital Platforms, website redesign and relaunch

Tech-stack evaluation and platform selection

The brief was to create a fresh website, optimized to convert traffic to leads. Based on needs, HubSpot was selected as the plaform of choice for CMS, CRM, Marketing Automation and Analytics. The 'out of the box' solution aligned with the needs of the internal marketing team, minimizing overhead and maximizing functionality.

Website design and build

Synima Group worked with elite HubSpot solutions partner BabelQuest to adapt the new brand to the digital environment, incorporate tower/site maps globally, and build the multi-lingual website. 

The website had an immediate impact on search, discoverability and prospects:

IMPACT

3.5x Increase in total traffic 
Increase of 210,000 in global website rankings
2x Increase in inbound prospects from the website