In the highly competitive telecommunications industry, brands often forget the value of clarity and simplicity. The new positioning cuts through the noise of countless options and confusing extras offered nowadays, focusing on what really matters. Building on this core idea, it was developed the brand strategy and brand identity together with a unique tone of voice, a bold new logo and a fresh and distinctive identity for all touchpoints. The communication is clear and concise, but at the same time witty and with a human touch.
A “highlighter” device underlines the essential part of each message. In addition, custom illustrations were developed to avoid the cliché “ideal world” photographs of the telecommunications industry. It is reductive and uses only a few and bold colors, but at the same time conveys content in a charming, unconventional and emotional way.