ADC Awards
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Category
Branding / Branding Systems / Identities - Integrated
Annual ID
ADC_BCD21_043M
About the Work
Brief
In Ireland, there’s a new type of budget mobile sector gaining popularity, with brands such as Tesco Mobile, GoMo, 48 and Eir Mobile, all offering competitive mobile plans. But despite being a very competitive market these brands have a lot in common – their brands are brash, with loud colour palettes and imagery that scream and shout. Creating a sector that is often patronising, youth focused and fixated on being ‘cheap’.
We were asked to develop an entirely new brand that would compete in this market but differentiate them as a ‘value’ led brand, appealing to the savvy bargain hunter of young and old.
Solution
Inspired by the consumer mindset, captured in this quote:
‘’It can be confusing looking for the best deal for a mobile plan, but one thing is for certain: as a bargain hunter all I want is a simple price plan that’s easy for me to know what I’m paying for – I refuse to pay for what I don’t need”.
We created a brand that plays to the intelligence and savviness of the bargain hunter by embracing it’s positioning as a ‘value’ brand.
With a brand identity, that directly reflects its ethos: Stripping back mobile to its bare essentials, to give the consumer everything they need and nothing they don’t.
We started by stripping out colour, to create a powerful visual statement that immediately differentiates the brand.
For our logo, we stripped back our SIM to create a bold ‘C’ monogram. And, by cutting a few corners here and there, we also stripped back our font to echo the diagonal in our SIM logo.
And finally, our tone of voice, we stripped that back too, with just three guiding principles: Deadpan, Dead simple, Dead honest.
And to avoid any confusion, we called it Clear Mobile.
In Ireland, there’s a new type of budget mobile sector gaining popularity, with brands such as Tesco Mobile, GoMo, 48 and Eir Mobile, all offering competitive mobile plans. But despite being a very competitive market these brands have a lot in common – their brands are brash, with loud colour palettes and imagery that scream and shout. Creating a sector that is often patronising, youth focused and fixated on being ‘cheap’.
We were asked to develop an entirely new brand that would compete in this market but differentiate them as a ‘value’ led brand, appealing to the savvy bargain hunter of young and old.
Solution
Inspired by the consumer mindset, captured in this quote:
‘’It can be confusing looking for the best deal for a mobile plan, but one thing is for certain: as a bargain hunter all I want is a simple price plan that’s easy for me to know what I’m paying for – I refuse to pay for what I don’t need”.
We created a brand that plays to the intelligence and savviness of the bargain hunter by embracing it’s positioning as a ‘value’ brand.
With a brand identity, that directly reflects its ethos: Stripping back mobile to its bare essentials, to give the consumer everything they need and nothing they don’t.
We started by stripping out colour, to create a powerful visual statement that immediately differentiates the brand.
For our logo, we stripped back our SIM to create a bold ‘C’ monogram. And, by cutting a few corners here and there, we also stripped back our font to echo the diagonal in our SIM logo.
And finally, our tone of voice, we stripped that back too, with just three guiding principles: Deadpan, Dead simple, Dead honest.
And to avoid any confusion, we called it Clear Mobile.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
Superunion / London
Design Director
Ryan Ras
Designer
Sam Ratcliffe
Executive Creative Director
Stuart Radford
Strategist
Laura Stepney
Account Director
Mairi Murdoch
Client Director
James Saunders
Copy Director
Tom Tytherleigh
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