Brief
Simbol is a newly created enterprise that specializes in least cost routing for mobile telephones. Those in the know call them an NVNO (Mobile Virtual Network Operator – like Virgin) or an NVNE (Mobile Virtual Network Enterprise – companies that offer the infrastructure and related services ranging from network element provisioning, administration and operations).
There are a loads of seriously jaw droppingly awesome whizzy Simbol’s new mobile software can do, that we would love to talk about but as usual we’re under NDA and have to remain honorably silent. Needless to say as soon as we can we will. The brief was to strategically and creatively position the company ready for roll out into 5 international markets and create a visual identity that has depth, peigree and stand out across any media type; from phone screens through to above-the-line advertising.
Insight
Mobile technology is a rapidly evolving market and new phones and applications are created and launched each and every day. However, least cost call routing technology has not successfully broken into market and the understanding of what this it does is minimal. Basically, least call routing enables calls to be routed through lots of different networks, including the big 5 operators, letting customers drastically reduce their calls or data charges. Very clever stuff indeed and it can do so much more, all of which I can’t tell you much about.
After an in depth review of the brand language and positioning of both the competitive set and the current MNO (Mobile network operators), MVNO and NVNE markets, a unique brand language was established which defined the brand attributes. These brand vales, both emotional and physical inspired a parallel with the famous South American revolutionary hero of Simon Bolivar and the gave birth to the company name Simbol.
Objectives
- Strategically position a new brand with stories and history to create depth and credibility
- Bring the brand to life with tangible assets that influences the character of the brand
- To create a brand that can grow and develop as the product proposition evolves at the same time embracing the cultural needs of markets
- Create a differentiated brand from the competitive set by paying direct homage to the product proposition
- Demonstrate the brand attributes and values defined to engender a “have a go” outcome.
Execution
The project deliverables were a presentation of Brightenup’s ideas and rationale to visually bring to life the internal positioning of ‘have a go, heroes of the revolution’ using the life of Simon Bolivar and the defined brand language as given. This culminated in the branding execution for Simbol. To reaffirm the brand pedigree, we investigated the meaning of both Christian and South American iconography and how it referenced the global acceptance of the shape and meanings across different cultures. We researched the taste, smell, colours, sound and textures of South America, and compared it to the rest of the world, bringing to the fore the unique elements of each of the senses. This added new dimensions into the brand that we had not quite thought about initially. The more we delved the more interesting and exciting the results. A unique photographic style was researched to reaffirm and embody the brand values. Our outtake is that the South American culture is full of sexy, colourful and inspiring untertones that have a real element of fun within raw environments. Watch out in 2009 for the next stages of this revolutionary new brand as we start to bring the research to life.
If you would like to find out more about this project or would like more information about our colouring in, spreadsheets or interweb things then please contact Jo Livesey on 01273 731633 or if you’re shy email j0@brightenupme.com
