Republic Wireless

A New Voice For a New Kind of Company

Republic is an exciting company. They’re the one-in-10,000 companies that doesn't just say they're changing the game; they really are. One of many amazing things about Republic is that every decision the North Carolina-based hybrid tech/smartphone company makes can be traced back directly to the company's deceptively simple and yet totally audacious purpose: "make smartphones affordable and accessible for everyone." It's clear, it’s compelling. And so was their decision to re-imagine RepublicWireless.com with a greater emphasis on brand. Grove was initially summoned to North Carolina for concepting and strategy sessions with the content, development, sales, marketing and creative teams. We realized that re-developing a homepage or even a whole site wasn't "the real job" at all. The real job was to invent a new kind of voice for what was, in our estimation, a new kind of company. Our work to find this voice was both determined and deliberate. And truth be told, it was difficult. In the end, the Republic/Grove team hit the golden vein and, once we did, we mined it feverishly. Did it work? You be the judge. View the site and ask yourself: if Republic was your brand, would you be happy? If yes, great. If no, fine. Who the hell are you anyway?