The telecommunication market was saturated with the same visual aesthetic and brand images; glowing happy people holding devices.
Problem Statement
How might we refresh our brand to cut through the telco market and deliver it fast?
Our brand's real worth had always grown from honouring and celebrating people from different walks of life.
How could we disrupt with something distinctive to new stand out in a cluttered category, without losing our core values of inclusion?
We partnered with our Brand agency Howatson Company to work it out.
The idea
Think Pixar meets NFTs.
A visual identity celebrating the joyful, inclusive world of the internet, honouring togetherness while fully embracing the random wonder and whimsy of the web. It Feels Good to Belong.
Digital execution
As guardian of the Design System, I led the digital implementation of the global brand refresh across web and app using our core library and foundation variables to roll out the updates in record time.
In under 8 weeks, we redesigned, documented, built and deployed to production:
All global core typography
UI styling of 57 x components in design and code
60 x spot icons
15 x illustrations
All photography
Written marketing content across 13 pages of our website
Native screens for app
The deliverables
