Fybe Internet
Challenge
Roanoke Connect is a subsidiary of Roanoke Electric Cooperative, created to deliver high-speed internet through a growing fiber-to-the-home network. The company is driving digital access and economic opportunity across rural North Carolina communities — serving both co-op member-owners and other residents beyond the REC footprint. Roanoke Connect does much more than just provide internet; it empowers homes, businesses and entire communities with the tools to thrive in a connected world.
But as the business continued to expand, the brand needed to evolve. The name “Roanoke Connect” limited growth potential in new markets, and its identity no longer reflected the company’s innovation and ambition.
Challenger Brand Solution
To continue building on its progressive foundation, GKV was tasked with developing a new name and visual identity that would energize employees, resonate with customers and position the brand as a broadband leader in the region. The new brand would need to reflect the company’s mission to connect communities — not just technologically, but economically and socially — while differentiating it from both traditional co-ops and competitive broadband providers.
The Name Change
Over 140 names were explored, and one rose to the top: Fybe. The new name sounds both techy and friendly. It’s a variant and abbreviation of “fiber,” reinforcing that it delivers state-of-the-art internet connectivity.
It’s also fresh and distinctive and memorable, has personality and is fun.
The New Logo
The new Fybe logo reflects a modern, confident brand built to provide connection and progress. The clean font conveys precision and performance, and its bold, lowercase letters with rounded edges project approachability and a sense of fun. The subtly variegated color palette captures a feeling of energy and forward motion. The new logo significantly raises Fybe’s profile and helps it stand out in a crowded broadband market.
The New Tagline
The new tagline, “The world is waiting,” captures the ultimate benefit of Fybe’s high-speed internet access: unlimited possibility. It’s an invitation for users to go anywhere and see, do, hear, learn, purchase, discover, explore and experience virtually anything and everything online.
