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TASKED WITH UPDATING GLOBAL IDENTITY GUIDELINES, WE DELIVERED AN ICONIC APPROACH TO BRAND IDENTITY TO LEVERAGE VODAFONE’S LEADERSHIP STATUS TO 400 MIllION CUSTOMERS IN 70 MARKETS.
With almost 400m customers across 70 countries, Vodafone is one of the world’s largest telecommunications groups and one of the most recognised brands. The Partners was appointed as Vodafone’s global brand guardian in 2010 with a brief to leverage its leadership status through a more compelling approach to brand identity.
Building on the Vodafone brand idea of Power to you, we created a vision for a more iconic identity and developed tools to deliver this across the complexity of Vodafone’s global business.
We separated the Vodafone speechmark from the wordmark and evolved it into the instantly recognisable symbol, positioned at the heart of all communications. To complement the identity, we created the image style and directed a number of international photoshoots to populate a new photographic library.
We then updated the 900-page brand guidelines manual and produced a comprehensive online identity management system, supported by our HelpDesk, to support Vodafone’s local teams and partner agencies to communicate consistently with one voice.
One of the purest expressions of the new brand identity was developed for global packaging. We identified product benefits for over 100 lines and brought this to life through creative and emotional metaphors interacting with the speechmark.
For Vodafone F1 sponsorship, we created new livery and uniforms for the McLaren F1 team to showcase the new brand in a widely publicised race event.
We worked with Vodafone Global Enterprise, Vodafone’s B2B offer providing telecommunication services to large corporations, to define the positioning and strategic framework to drive growth with C-suite audience, and developed tools to manage global marketing initiatives.
When Vodafone wanted to show its commitment to improving the network in London and promote the new text payment service, we created a campaign that literally took the message to the streets. We wrapped 950 taxis in an eye-catching Union Jack design made up of 2,000 London street names, under the banner London Calling. Each taxi contained free phone chargers, while fares could be paid by free text.
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