Nine years after launch, it was time to take a fresh look at Virgin Mobile's visual identity and tone of voice. Host commissioned Toko to be their brand identity partner and consultant to take on this mammoth undertaking.
The rehauling of the extensive and very complex Virgin Mobile identity required an audit of several hundred items across branding advertising, acquisition, advertising, point of sale, sales support materials, customer marketing, websites and corporate communications, followed by a similarly exhaustive review of the competitive landscape.
The one element that was sacrosanct was the Virgin Mobile logo. It was the 'shape' encapsulating the word 'Mobile' in the logo that provided us with a start point from which to built a strong brand identity and visual language. Our challenge was to create a highly commercial visual identity, stylish and contemporary, which at the same time provides huge flexibility to work across a wide range of touch points and third party environments inherent to the cluttered Mobile phone environment.
A fresh and competitive identity that can be explained in an easy to understand style guide, managable by a wide range of designers of all skill levels across all Virgin platforms.
The result is a distinctive identity providing the Virgin customer a simple and clear navigation to step through the nowadays complex process of choosing a mobile phone, phone- and plan-features, and in- and exclusions of a mobile phone purchase.