Putting the needs of the user at the center of the experience changes everything.
Genesis helped prove this by re-imagining a simplified user experience, and completely re-invigorating Qwest’s identity, website, high-speed internet installation experience, customer welcome communications, billing statement and new product launches.
Of course all of this was possible only after a careful examination of the customer journey mapped against deep customer insights. We used this rich mine of synthesized data to create campaigns addressing both employee and customer communities.
Our strategic partnership with Qwest helped position the company for profitable, sustainable growth. And in the end, their eventual sale to CenturyLink.
work / Qwest
Welcome Kit
Making the home installation experience easy instead of impossible
decreased churn 24% and increased activation 44%.
Customer Bill
A simplified invoice allowed Qwest to send a personalized message to every customer, every month. Increased bill-stimulated marketing calls 139%, making it Qwest's #1 call driver overnight.
Yes Book
A call-to-action and manifesto from the CEO to create a “Yes I can” culture.
Yes Book
A call-to-action and manifesto from the CEO to create a “Yes I can” culture.
Yes Book
A call-to-action and manifesto from the CEO to create a “Yes I can” culture.
Yes Book
A call-to-action and manifesto from the CEO to create a "Yes I can” culture.
Identity
Out with the blue and in with the new. Genesis created a bold, new identity to symbolize change at Qwest. Their old blue identity had become a tired symbol for their past self-serving way of doing business.
Identity & Stationery
The new identity and brand design platform was used to reflect the new positioning and make a fresh impact at several touchpoints.
Color Palette
A new, energetic color palette was used to impact all communication and help redefine what customer's thought they knew about Qwest.
Fleet
A new fleet design was proposed as roaming billboards, to help tell the story of Qwest's change of focus toward greater customer service.
Environment
A new environmental design was proposed to change both internal and external perceptions about the company.
Online Brand Guidelines
A new set of Brand Guidelines were created and made available online to help expedite change within such a large organization.
Targeted Mail
Targeted mail for customer acquisition. A key to unlock a microsite full of giveaways and helpful tips.
Microsite
A microsite full of benefits to drive acquisition of new customers and improve brand perceptions.
Microsite
A microsite full of benefits to drive acquisition of new customers and improve brand perceptions.
Microsite
A microsite full of benefits to drive acquisition of new customers and improve brand perceptions.
Microsite
A microsite full of benefits to drive acquisition of new customers and improve brand perceptions.
Website
The redesign of the home page measured an increase of over 20 points
on the NPS score, with an accompanying increase of revenue per visit.
Website
Moving from product focus to benefit focus, from “buy this” to explanations of “why” increased time on the site and amount of purchase.
Website
In a commodity world, it is security, attention and service that makes the difference.