Overcoming objections and gaining trust.
DISH sells fiber internet to multi-dwelling units (MDUs), but not without challenges. Chief among them: can a company known for satellite TV and satellite internet credibly compete in the broadband space? And can its offering scale across a diverse MDU portfolio—from garden-style communities to mid-rise and high-rise buildings, spanning greenfield developments, urban infill, and brownfield redevelopments?
By listening closely to the sales team, I designed and directed a campaign that addressed these challenges and more. A modular collage system paired MDU-specific imagery with authentic testimonials, while a library of custom lifestyle photography showcased property-wide Wi-Fi in real-world use. The messaging spoke directly to owners and operators, focusing on reliability, scale, and business impact.
Beyond the strong client response, a key win was developing a custom print solution that preserved the campaign’s visual “glow” (easily achievable in the digital world) within the constraints of the subtractive CMYK print color space.
Prior Campaign Work
A safer version featured the beginnings of DISH Fiber’s signature glow.
