Kinetic Unveils Refreshed Brand Identity, Names McCann Detroit as Agency of Record
Fresh off our merger with Uniti, Kinetic is stepping into a bold new chapter, and we're bringing in some serious creative firepower to help tell our story.
We're excited to announce that Kinetic selected McCann Detroit as our Advertising and Creative agency of record. Together, we're rolling out a refreshed brand identity that reflects who we are today—a local connectivity provider that's all about delivering reliable, innovative service and a standout customer experience.
Building a brand people can count on
We're not reinventing ourselves. We're revealing ourselves. We've spent years building an innovative, future-proof fiber network, and with Uniti’s focus on customer obsession, we believe it’s time that our brand reflected those achievements. With McCann Detroit’s help, we're repositioning Kinetic to showcase what we've always been about: reliable connectivity and service you can count on from employees in your community.
McCann, as a global agency working around the world, brings more than 100 years of experience building enduring brands for iconic companies like General Motors, Mastercard, and L'Oréal. Their approach is hands-on, strategic, and rooted in understanding what makes people tick. For us, that means creating a brand that looks good and resonates with the communities we serve.
“We chose McCann Detroit for their impressive track record of building brands that leave a lasting impression,” said Cliff Dinwiddie, Kinetic’s chief marketing officer. “Through this partnership, we’re aligning who we are with how we show up—transparent, reliable, local and customer-obsessed. With McCann Detroit’s help, we’ll solidify Kinetic as the local provider you can genuinely depend on.”
A fresh look for a fresh start
Our new brand identity features an updated visual style that's fresh, approachable, and distinctly Kinetic. You'll notice a vibrant electric yellow that represents our energy and forward-thinking approach, paired with the Uniti blue that honors our combined heritage.
It's a look that says we're serious about being an innovative provider you can count on. And while a new coat of paint is always nice, this move is really about aligning everything we do with our new mission to help our customers internet better™ through better connectivity, better technology, better service, and better experiences for our customers.
“Working on a formidable, challenger brand like Kinetic is an amazing opportunity, and we’re off to a great start,” said Sean Bryan, McCann Detroit’s chief creative officer. “Laying strong brand foundations will benefit the brand for years to come, and we are excited to be their close partner during this critically important time in their journey.”
What this means for Residential and Business customers
Whether you're a customer, residential or business, or just someone keeping an eye on the industry like a gamer, the bottom line is that we're investing in becoming the kind of connectivity provider people actually want to do business with.
That means hands-on service, clear communication, and a brand experience that feels less like dealing with a utility company and more like working with a 21st century partner who gets it. We're building something that lasts—not just for today, but for the long haul.
“We’re energized by what’s ahead,” Dinwiddie said. “This evolution of the Kinetic brand represents our commitment to exceed expectations in every interaction, every touchpoint, and every community we serve. Alongside McCann Detroit, we’re building a brand that reflects the provider we’ve become and the future we’re creating.”
Moving forward, together
This partnership with McCann Detroit is just the beginning. As we continue to grow and evolve, we're committed to showing up differently for our customers, our communities, and the industry as a whole. We’re challenging the status quo, we’re not beholden to the past, and we’re innovating everywhere, with one goal in mind: customer obsession.
Krysty Sagnia, McCann Detroit’s managing director had this to say about the collaboration: “We’re thrilled to partner with Kinetic’s team to create a brand platform that’s future-forward, enduring, and one that delivers on Kinetic’s considerable value proposition and uniqueness in the marketplace. As one team, we’re super excited to see the work get activated across channels and markets.”
Keep an eye out for our new look rolling out across social media, billboards, TV, and the Internet in the coming weeks. We think you're going to like what you see.
Here's to building something enduring, together.
About Kinetic Kinetic, a business unit of Uniti (NASDAQ: UNIT), is a premier insurgent provider of multi-gigabit fiber internet, whole-home Wi-Fi, internet security, and voice services in 1,400 markets across 18 states in the Southwestern, Southeastern, Midwestern and Northeastern U.S. Additional information about Kinetic is available at gokinetic.com.
About McCann McCann builds enduring brands and businesses that drive growth and leave a lasting impact on culture. Founded over 100 years ago and guided by the enduring brand platform, "Truth Well Told," McCann is the world's leading advertising agency network, generating some of the most creatively and commercially impactful advertising globally. McCann is the founding agency of McCann Worldgroup and part of the Interpublic Group of Companies (NYSE: IPG).