Plume WiFi


The internet is an ever-present part of our lives. It’s how we connect and communicate with the world around us. Yet even with all the advancements in broadband internet, we still know the frustration of watching a spinning wheel on our screens.

The problem? Home WiFi. That’s why Plume assembled a team of industry heavyweights to set a new standard for awesome WiFi, and to abandon the router once and for all.


When choosing a home networking solution, many consumers defer to tech-savvy friends, nerdy uncles or just blindly trust their internet providers. It’s rarely a good experience and almost always a complicated one. So even though Plume is solving complex challenges, we wanted the experience to feel effortless, fresh—fun even.

Character helped Plume frame the product simply as a solution that actively adapts to the people, devices, and habits within a home. By reinforcing adaptability and leading with benefits, as opposed to features, Character was able to drive home the true promise of Plume—an unconditional connection.


Character created a visual language free of complexity complimenting the unobtrusive and integrated nature of the Plume WiFi experience. The design process was guided by two fundamental attributes of the product experience: adaptability and context. ‘Adaptability’ helped to define an aesthetic that is seamlessly integrated into the product experience by visual means of transparency, reflectivity, or modularity.

‘Context’ guided details that supported where the product was being experienced—in the home. This led to opportunities to create subtle moments across applications, especially packaging, that embraced softer, neutral materials and color palettes (such as felt, suede, and gold) to provide a more grounded, lifestyle tone to a generally lifeless category.

The Plume Logo

With its open form and radiating lines, the Plume logomark embodies the limitless adaptability of the Plume experience. The modular, hexagonal geometry of the mark is reminiscent of both structural and molecular spaces.

This makes it the perfect form to connect technology and user. The signature (or logotype) avoids all too familiar tech styling with custom-drawn serif letterforms that add a humanist tone to the identity as a whole.

“Our goal was to transform the way people perceive the WiFi / Router category by putting the emphasis on where the experience is going to be (the home), not where it’s coming from.”

Paul Miller  / Creative Director

Plume Website

In a sea of noise and inflated promises, Character needed to find a creative approach that not only felt like a break from the pack, but clearly communicated the unique value that Plume brings to people’s lives. Character developed the idea of weightless “orbits” to show the versatility and intuitive nature of the technology within the pods.

Each orbit represents a familiar home scenario and shows how Plume’s “brain in the cloud” adapts to each device. Through lifelike CGI, subtle animations, and irreverent narration, educating people about how a WiFi product works came to life as a story about the home.