Earthlink was one of the first ISP to nationally offer internet connections in the US. Once telecommunication titans like Verizon, AT&T, and Comcast entered the space, connectivity was commodified. To gain back a competitive edge, Earthlink needed to celebrate ‘small-ness’ while living up to it’s core position and nomenclature: link the people of the earth. By refocusing on innovations that help people connect in a simple, fun, and stylish way, Earthlink’s new modern, down-to-earth personality promises ownership of one’s own unencumbered virtual space.