Toptana Technologies

Envision a world where the internet isn’t just a tool for convenience—it’s a lifeline. It’s the gateway to education, economic opportunity, healthcare, and greater quality of life.

Now, imagine not having access to it.

For the Quinault Indian Nation (QIN) and many other indigenous and rural communities, that’s not just a hypothetical. It’s reality. 

When we first started working with QIN, connectivity was incredibly unreliable, speeds were limited, or in some cases, connectivity was completely nonexistent. Even with federal and state funding available, viable options remained out of reach.

Although neighboring states such as Oregon and California were booming with new subsea cable development, the State of Washington had not seen a new cable landing station built for over 25 years, making it a point of interest for the state as well. 

The challenges:

• Bridge the digital divide: bring reliable, high-speed internet connectivity to the Quinault and their neighboring communities
• Establish industry credibility: stay true to indigenous values while creating credible industry relationships in a tight-knit, technically complex industry
• Build a credible business: partner with the right experts to provide subsea and backhaul connectivity to hyperscalers who were very serious about new, diverse connectivity from the PNW to Asia-Pacific regions
• Meaningfully participate: leverage engrained customs and mindsets to help transform the digital infrastructure industry 
• Influence state and federal policies: make it easier to serve the underserved
• Community support: advocate for change and impact

In addition to these challenges, there were other factors at play as well:

• Building a cable landing station and backhaul network is a multi-year process that requires very specialized expertise
• There was economic volatility during and after COVID, skyrocketing equipment prices and causing supply chain delays
• While the industry talked about doing socioeconomic good, it was still primarily driven by profit, not social impact, and there wasn’t a good business case for others to tackle a solution
• Even with the right business and solutions, the sales cycle was long, relationship-based, and complicated

QIN needed to create a business with a brand strategy and go-to-market plan that could position them as both a credible industry player and a mission-driven innovator. It wasn’t just about business. It was about sovereignty, economic independence, and a future for the Quinault people. But how do you position a company that operates at the intersection of tribal governance, industry expectations, and public perception?

That’s where we came in, and Toptana Technologies was formed. We understood the complexities of the digital infrastructure space and spent time learning the unique considerations of an indigenous-owned enterprise. We embedded ourselves into Toptana’s world, working across multiple stakeholder groups—including the Quinault Indian Nation’s government, industry partners, investors, and potential customers.

What we delivered:

• Go-to-market strategy—aligned with industry expectations and tribal values.
• Business naming—the creation of Toptana Technologies, a name rooted in indigenous meaning.
• Brand strategy & positioning—showcasing the unique dual mission.
• Visual & verbal identity—balancing indigenous culture with tech appeal.  
• Digital marketing and content strategy—bringing all the channels together cohesively. 
• PR, media outreach, and thought leadership—amplifying leadership voices. 
• Sales enablement materials—tailored for hyperscalers and other potential customers.
• Events & industry engagement—positioning Toptana as a credible voice in connectivity.
• Community engagement —ensuring local support and impact. 

Through deep research—both market-driven and culturally rooted in Salish and Quinault traditions—we helped QIN build the Toptana brand that resonated with industry leaders and the community.

The final result? Toptana was successfully positioned as a credible player in the industry with a strong marketing foundation. It was no longer just an idea–it was part of a bigger movement. Today, Toptana isn’t just providing connectivity—it’s reshaping how the world thinks about digital inclusion and equality. Their work isn’t just about fiber-optic connectivity and subsea cables. It’s about economic independence for indigenous nations, and shaping the digital infrastructure industry to think about seven generations to come.