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, in-store 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.
