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Movistar

Brief

In an industry dominated by “value deals” and the “latest offers”, telecommunication brands need to work harder than ever before to gain customer attention and loyalty.

 

Over the years, the commercial battlefields and the price wars meant Movistar’s identity and communications style had suffered. As lead brand agency, Lambie-Nairn was tasked with rethinking the expression of the brand. The brief was clear and ambitious; it had to stand out, create emotional connections and relevance, flexibility and coherence in today’s complex digital world.

Lambie-Nairn has been working with Movistar as Global Brand Guardian since 2010.

Solution

Movistar believes that the possibilities of technology should be open to everyone. That way, we can all do more, live better, be more. This brief was an opportunity to ensure that refreshed brand identity helped tell this story.

 

By trimming away all of the extra weight within the brand identity back to the bare minimum we were left with colour and the famous ‘M’. The language of ‘M’ gave the brand a simple and modern look and was constructed around this most iconic asset. Creating a more distinctive brand personality was key to our approach. In the process of stripping away excess detail, we uncovered the new brand personality of ease, simplicity and friendliness. Now Movistar is in 14 countries pumping out a steady stream of optimism.

The project was a full-scale restyling of the brand across every touchpoint and all 14 countries where Movistar is present.

Results

The new identity was launched successfully across all regions and received an overwhelmingly positive response as all stakeholders loved the new style and the ease of its application.

“It was very easy to work with Lambie-Nairn’s team. After dedicating months to the new strategic positioning of the company, it was time to understand if the identity of our most important commercial brand Movistar supported it properly. From the outset both Lambie-Nairn and Millward Brown demonstrated their professionalism and expertise across the whole project. Their team work was essential to the success of the project. The result has been the launch of a renewed brand adapted to the new challenges of digital transformation”.

Yolanda Goyeneche, Brand Strategy & Identity Manager, Telefónica