A fresh approach

Freedom Identity And Campaign

Submitted by Lloyd on Mon, 07/26/2010 - 00:29
in
Top Title and Testimonial
Freedom Identity And Campaign
Creativitea don't just deliver outstanding design and brand work, they also thoroughly understand our business needs and proactively strive for ways in which to improve our communication and evolve and grow our brand.
Top Project Details
Leonie Quill | Head of Retail marketing Talkmobile
Project Type: 
Campaign
Project Type: 
Print
Lead Designer: 
Lloyd Bedford
Client: 
Talkmobile
Project Details
Background: 

Freedom is a new mobile phone tariff from Talkmobile. It offers the freedom of choice to the consumer; a choice of price plan selecting the best minutes, texts and data bundles that suits the individual and a choice of handset.

Project Brief: 

We were asked to look at the design and build of an identity for the new tariff 'Freedom', and to implement this across a campaign strategy that was in place for its launch.

Our Approach: 

Understanding the tariff's proposition to the customer, the benefits of this tariff compared to others on the market, was important and essential to our approach to the challenge set. With the mobile industry getting more creative with visual communications, we wanted the identity to compete and force a stronger brand presence within the market, making 'Freedom' your choice of tariff. Initial concepts played with imagery considered along the theme of 'freedom', and were presented before the final development stages of the design commenced.

Results: 

After exploration into visual images associated with freedom, along with what freedom itself means, we developed a simple and striking look that was inspired by the expression 'as free as a bird'. The finished identity portrays a sense of freedom and choice through its use of 3d origami birds, representing the three different product prices within the tariff, and a light, airy typography used in the tariff's logo, which was also used within headlines to place emphasis on choice. This was pulled together using the brands core elements, and clean modern handset photography.

We produced identity imagery for use throughout the campaign schedule going forward. The campaign launched with a series of national press ads, instore marketing materials consisting of POS and flyers, as well as an advert in the Carphone Warehouses' price guide. Two variants of the identity were featured, using the handsets as the main focus and another which used the 'Freedom' birds as a focal point of the communication.

The identity and campaign design featured in Design Week, which was a great honour and a testament to the the creative itself.

Creativitea* Design Studio | Freedom Identity And Campaign