Creating a new trajectory for growth

How do you move a brand from local to next level?

By creating new meaning in a new brand identity rooted in vision.

Services

Brand strategy and positioning
Messaging
Naming
Customer research for naming

Opportunity

Rainier Connect, a trusted telecom provider for over a century, was entering a new era. With fiber expansion underway and a new ownership structure in place, the company needed a name that reflected its future, not its past.

Solution

Working closely with the client team, Northbound created a new name and identity that signal speed, innovation, and momentum. Lightcurve captures the promise of fiber-fast connectivity while breaking from legacy telecom perceptions, positioning the brand for growth.

Result

The new name was announced alongside the company’s acquisition, signaling a bold next chapter. Lightcurve now stands as a modern, future-facing brand built to grow with the communities it serves for the next 100 years.