Media Connect

Media Connect is Virgin Media Ireland’s new wholesale division – opening its broadband network to retail partners for the first time. This created a unique challenge: as well as serving its sister brand Virgin Media Retail, it also serves competitors Sky, Vodafone, and Digiweb. The new brand needed to establish its independence and trust with all partners. All while harnessing the performance and credibility associated with the Virgin Media network.

Research confirmed Media Connect’s strengths in network performance, service, and relationships. The brand strategy clearly framed its unique position: a wholesale division proudly within the Virgin Media Ireland family, yet operating independently to serve both the retail arm and major competitors – Sky, Vodafone, and Digiweb. This fundamental shift redefined the business from pure competition to true partnership, building trust and openness by focusing on humanising the wholesale offer – positioning Media Connect as “People it’s easy to connect with”.

This was further refined with the “Simply Switched On” brand promise, setting Media Connect apart in a competitive broadband landscape. It expresses both capability and approachability, ensuring partners and team members understood what made the brand distinct.

Core values – Bold, Straight Up, Together – were embedded in the brand’s daily reality. These guided behaviours across the organisation, empowering teams to move at pace, deliver with clarity, and build relationships rooted in respect. These values translated seamlessly into both messaging and operations. The purpose, to “build connections that really matter to people, partners and communities,” became the strategic thread tying together brand, culture, and customer experience.

The identity itself established clear differentiation while maintaining subtle connection to the parent Virgin Media brand. The logo, inspired by the infinity loop, highlights the continuous connections between people, reinforcing the purpose – while moving away from the trademark Virgin red allowed both internal teams and customers to mentally separate the brands. Flowing line illustrations – showing people using connected devices – further reinforced the “Simply Switched On” promise

The results were immediate and encouraging: internal teams experienced an energising, unified transition – field technicians and staff readily embraced their roles as impartial, trusted partners. Retail partners, in turn, recognised Media Connect as both credible and easy to engage with – bolstering market confidence and driving new business opportunities.