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Movistar is the leading consumer Telco brand in Spain and much of Latin America. But in this highly competitive industry driven by “value deals” and the “latest offers”, brands need to work harder than ever before to gain customer attention and loyalty.
As users become increasingly demanding, Movistar’s offering has changed radically in just a few short years. We were tasked with a full design review of the brand’s identity in order to make sure it stands out, creates emotional connections, and maintains relevance in today’s digital, smartphone-mad world.
After redrawing the iconic “M” symbol, we created brand assets and illustrations built from the M’s curvy shapes and resulting in a deliberately cheerful and optimistic look and feel. A clean and simple visual toolkit with a distinctive personality helps create emotional connections, appeal to a younger audience, and engage customers and employees alike. The digitally calibrated colours explode on screen while maintaining the brand equity and recognition of the original brand colours.
The project was a full-scale restyling of the brand identity and included design and development of all brand touch-points: digital, print, retail, online, TV, vehicles, uniforms, etc for the 14 countries where Movistar is present.