Skip to main content

EE Rebranding Process













UK mobile phone operators Orange and T-Mobile who merged to become Everything Everywhere, later simplified their name to EE. As of 2016, EE is soaring in profits, seeing a 10% increase to over £6.5bn in revenue in the three years from 2010 to 2013. More recently EE was purchased by the UK communication giant British Telecom Group more commonly known as BT.

The success of EE’s new status as a highly successful mobile phone operator is underpinned by that of their successful rebranding strategy. This sentence itself is a relative contradiction as from the two years that followed from 2010, when Orange and T-Mobile merged the company traded under the brand name ‘Everything Everywhere’ this didn’t appear to catch on, rollout of this brand was slow, and to many people Orange and T-Mobile were trading exactly as they always have. Small trial concept Everything Everywhere stores were launched and the predicted feedback came back that the company was struggling to get the new brand across, a main element to cause this was the retaining of the Orange and T-Mobile branding within the stores. Rather than change, majority was kept the same and therefore caused the brand to lose focus and least analysts confused as to the real reason behind the half attempted rebrand.















In 2012 Everything Everywhere was again relaunched as EE shortening the brand name and creating a more striking branding presence that would be rolled out across the UK, the company legally retained Everything Everywhere as it’s legal name. Highstreets across the UK were assessed and where possible Orange and T-Mobile outlets were merged into larger joint stores now under the EE branding. Customers could still however continue their contracts and SIM cards under the Orange and T-Mobile branding but were gradually phased out in an effort to ease the transition with existing customers. New EE branding from Wolff Olins saw the launch of a distinct teal and yellow colour scheme set against a simple iconography and a distinct motion typeface all tying together in something they called the Smart Layer. This is a clever way of representing the performance of EE’s fast network and something they wanted to reinforce to their customers.


Labels:

Comments

Post a Comment

Popular posts from this blog

The Anemones

The packaging was developed to suit to the appeal of a younger generation using bright, contrasting colours to create a lasting impact and one that will stand out from the other toys on the shelf. The window design is a unique element, representing bubbles underwater these windows allow the younger target market to see into the packaging and view their chosen Anemone! It was important that the characters developed for the project were instantly likeable and contained similarities that allowed them to be different whilst also maintaining the same design style, through the use of shape and colour to connect them thematically. The two main characters developed; Woodle and Yoodle are both are designed with large round eyes and large grinning mouth to reflect the friendly, funny nature of the harmless sea creatures.
Post a Comment
Read more

TowersStreet

Throughout 2016 I worked with Alton Towers community TowersStreet to develop a new identity for their website and social media platforms. Their current look was becoming dated as it had been hastily designed when their new website was launched in 2012 and as a result did not reflect the professional level of content they were delivering to the demographic who were interacting with their site and social media platforms. Above you can see the new logo that I developed for them, taking cues from current design trends, I developed a logo that would be suitable in small and larger sizes, that could be set in black and white whilst maintaining it's visibility and carried the brand name well. The inclusion of the Towers was an important part of the design, that when I collaborated with TowersStreet editor Craig, said must be included to reflect the communities strong link with Alton Towers.The use of purple was also an important step for TowersStreet as they felt the c...
Post a Comment
Read more