Back to our work

Boldyn Networks website

2 min read

Bringing together six companies under a unified brand identity, Boldyn Networks needed a website that reflected its position as one of the world’s largest network infrastructure providers — and differentiated itself from its legacy business. It called on the Ascribe team to craft the content for dozens of pages capturing its new bold and dynamic tone of voice.

How Ascribe helped

Following years of acquisitions, the BAI Communications Group comprised six companies around the world, providing buildings and municipalities with best-in-class shared network infrastructure. But each had their own brand and customers didn’t always understand the relationships between the companies. To reflect the combined strength of its companies in a simpler and more meaningful way, in 2023, BAI split off its operations in the northern hemisphere as a new entity, Boldyn Networks — and Ascribe was asked to write the copy for its website.

Jointly developed with our web partner Craft&Crew, we provided input on the site architecture and wireframe design, and also conducted search engine optimization (SEO) research to determine the best keywords to use throughout our writing. We then conducted nearly 20 interviews with subject-matter experts within Boldyn Networks, getting input on the most important messages to communicate about their solutions and key audiences, and how to effectively update and align/consolidate any existing content that would be carried over from the websites of the six previous BAI companies. 

Although we had written for BAI, Boldyn Networks required a different tone of voice: more punchy and delivered with pace and personality, matching the “dynamically bold” spirit of its new brand and visual identity. Our team worked diligently to ensure this tone was used on all 28 pages we produced. So there were no surprises, our process included a “tone sample” of just a few pages at first to make sure the client was comfortable with our application of the new tone (and also how we communicated highly technical content within copy-light wireframes) before proceeding with the rest.

The Boldyn Networks website launched in summer 2023 and the reception was very positive. Compared to the BAI site, web traffic increased by 10% over the previous year and organic search traffic was up 20%. At the official launch event for the new brand, excitement was high — with some remarking how it was unlike anything they had seen in the telecommunications space.

Boldyn2

Deliverable: Website

Our process:

  • SEO keyword research
  • Content-gathering interviews with subject-matter experts
  • Writing, editing and revisions
  • Coordination with web partner on site architecture and wireframe development

Learn more about our web copy writing service!

Learn more

Continue Reading

Ehrc whitepaper
EHRC Empowering Futures white paper
From co-op programs and apprenticeships to internships and field placements, work-integrated learning (WIL) prepares students for the workplace while giving employers access to a steady pipeline of new talent. To promote its WIL wage-subsidy program, Electricity Human Resources Canada (EHRC) tapped the Ascribe team to develop a series of marketing communications collateral, including an in-depth white paper on the benefits of WIL for the electricity industry.
Nrc2022
National Research Council 2021–2022 annual report
Teams of researchers, engineers, technical advisors and other dedicated professionals make groundbreaking science possible at the National Research Council of Canada (NRC). In 2022, Ascribe developed a bold new approach for the NRC’s annual report, celebrating the people who power the research and highlighting how their work is helping address issues facing Canada and the world.
Bell course
Bell private mobile networks video script
Bell wanted to produce a 90-second video to quickly communicate the benefits of its 5G private mobile network solutions for enterprises across all industries. The company tapped long-time content partner Ascribe to develop creative approach options for the video and then draft the script based on the Bell team’s final selection.
Bbm2
Bell sales presentations
Bell offers business solutions across network, voice, cloud, cybersecurity and Internet of Things (IoT) technologies. Presentations are an important tool for selling those solutions, communicating key benefits and technical specifications to the target audience. Whether it’s developing a brand new presentation or refining an existing one, Bell has long enlisted Ascribe’s expertise to ensure its slide content is clear, polished and effective.
Mhcc logo
Mental Health Commission of Canada event coverage
In pursuit of its mandate, the Mental Health Commission of Canada (MHCC) regularly assembles interested parties from across the country to collectively advance actions that strengthen the mental health system. Ascribe has covered numerous MHCC conferences and meetings, providing journalistic summaries of presentations and panels, distilled lists of key takeaways, and accurate records of recommended actions.
CPC
Canada Post Collection Canada copyediting and proofreading
Collection Canada is a stunning hardcover book that brings together all the collectible stamps issued by Canada Post each year. For more than a decade, Ascribe provided expert copyediting and proofreading services to help tell the story of those stamps — and in turn, the story of Canada itself — in a consistent, reader-friendly way.
Atlas
Atlas Institute for Veterans and Families reference group meetings
Veterans of the Canadian Armed Forces and RCMP, as well as their families, can experience a range of mental health challenges. When the Atlas Institute for Veterans and Families was established to help address those challenges, they called on Ascribe to capture input from those most affected and translate it into useable reports to inform their action plans.
arrow
arrow