Flow introduces new brand platform

Flow has unveiled a new look as part of its regional rebranding under Liberty Caribbean.

During a media launch held at Flow’s corporate offices in Kingston on Friday, the company introduced its new platform — Riddim — and announced the upcoming Riddim Festival, a celebration of Jamaican creativity and cultural self-expression.

The Riddim platform reintroduces the Flow brand through the lens of Jamaican culture — celebrating the rhythm that shapes how Jamaicans speak, move, create, and connect. Under its new brand platform, Flow is on a new mission to deepen relationships with its existing customers by offering exclusive rewards, accessible service, and a network that keeps getting better.

Flow has also taken on a fresh visual identity with bold colours and artistic flair.

At its corporate offices on Carlton Crescent, the company unveiled an imposing digital art banner that is draped across six storeys of its building. The banner, created by visual artist Bonito Thompson, is enhanced with augmented reality which comes alive with moving art when scanned with a smartphone. Flow also partnered with noted choreographer Steven Cornwall and upcoming entertainer, J Calm, to create the dance and music respectively for its new brand identity.

While the consumer brand remains Flow, the operating company C&W Communications, has evolved to Liberty Caribbean, strengthening its alignment with parent company, Liberty Latin America. This underscores a renewed focus on supporting the digital transformation of the region and deepening the company’s connection with the Caribbean and its customers in each market.

Commenting on the the transition to Liberty Caribbean, Stephen Price, vice president and general manager of Flow, said, “This is more than a name change. It marks our continued evolution as a company that puts customers at the centre — delivering innovative products, celebrating local culture, and investing in Jamaica’s digital future. The Riddim platform is the first expression of this renewed identity: a customer-first movement rooted in cultural association.”

Flow Head of Marketing Latoy Lawrence said all the cultural expressions embodied in its new identity will come together at the Riddim Festival on June 28 at Devon House in St Andrew. The free public event will showcase a blend of music, dance, art, food, and digital experiences that will bring the campaign to life.

“The Riddim Festival is a celebration of who we are as Jamaicans — bold, creative, resilient,” said Lawrence.

“It’s also a way for Flow to deepen our ties with the community, by supporting local artisans, performers, and storytellers while demonstrating how technology amplifies and enhances all areas of our lives and culture.”

Lawrence added that this new brand identity prioritises reliable connectivity, accessible service, and meaningful customer rewards, including a current offer where customers can receive a $20,000 supermarket card when they add a postpaid mobile plan to their home Internet package.

Riddim is part of a regional push by Liberty Caribbean as part of its broader mission to become one of the most beloved brands in the Caribbean.