After years of under-investment and the impact of new and energetic competition in key markets, Cable & Wireless’s Caribbean business needed to undergo a radical transformation. The new CEO appointed us to create a new brand to help drive this transformation and put the business back on the map.

Calling Brands worked with the newly formed board to define a clear Purpose for the business. Rather than ape the young challenger brands that had entered the market we needed to focus the business back to its core DNA. LIME is a Caribbean brand, by the people for the people – a fact reflected in the ownership and leadership of the business. We then created a fresh new visual identity and brand guidelines to support the new positioning.

The business is engaged, with a clear vision about the kind of business LIME needs to be in order to succeed against tough competition.
Employee engagement (based on recognition and understanding of the business strategy and the role they have to play in delivering it) has gone from 62% to 85% since launch.