Overview

Perfect Internet is a new internet service provider built for people in high-rise apartments, condominiums, and offices. Its fibre service is backed by terrestrial satellite internet, with the aim of keeping customers connected without interruption. The ambition was to rethink the traditional ISP experience: customers should be able to go from registration to getting connected entirely online.

My Role

As the Product Designer, I shaped the concept end to end, from branding and visual identity through user experience, go-to-market strategy, and UI/UX design. I also built the customer-facing front ends, carrying the experience from design into a working product.

The Challenge

How could a new ISP compete for attention against larger, better-funded providers? Most competitors offered similar pricing across 12-, 24-, and 36-month contracts, so plans alone would not stand out. Perfect needed a brand people would notice, a reason to consider switching, and a simpler way to sign up and manage a service. It also had to reach an audience that would meet the brand both online and in their own lobbies, corridors, and unit doors.

A Brand with Personality

Rather than borrowing the familiar look of an ISP, I developed a fresher, more cheerful direction for Perfect. A bright color palette and a cast of illustrated characters, including two people and a bright blue cat, gave the brand a recognizable hook designed to spark curiosity among young professionals and make the new provider feel more approachable.

The identity was never meant to live only on screen. I also designed the physical touchpoints that would carry it into the buildings themselves: bunting, flyers, stickers, door signs, boom gate signage, t-shirts, and a pop-up booth for on-ground conversion campaigns. Each piece put the brand where its customers actually live: on the entrance gate, in the lobby, on the unit door, at the on-ground booth, and on the team handing out flyers.

An Offer Worth Considering

Brand personality alone would not persuade someone to switch providers. To make the offer more compelling alongside competitors' familiar contract tiers, we introduced a plan with three months of internet at no charge in exchange for a 36-month commitment. The offer lowered the barrier to trying Perfect while giving the business a path to grow its subscriber base and long-term revenue.

From Sign-Up to Self-Service

The product experience was built around a fully online customer journey, from registration and ordering through to getting connected. I designed the UI/UX and built the front ends for the landing pages, order sign-up portal, and self-service portal, so discovery, onboarding, and account management all carried the same brand direction.

Outcome

By July 2026, the brand direction had been delivered across print and digital, from boom gate signage, door signs, and flyers to landing pages, sign-up, and self-service portals, together with the three-month trial built into the product proposition. Perfect had a distinct identity and a connected experience shaped around how its customers discover, join, and use the service.