Download portfolio - David Gilligan

T-Mobile/ ContextT Mobile has grown rapidly as a Pan European mobile phone brand. This growth hasdriven a need for an evolved graphic approach to hard sell communication. A newadvertsing campaign had been launched based on the brand idea of ‘Life is for sharing’and T-Mobile needed to find a way of incorporating the brand idea into the harderproduct communications and run concurrently across print, TV and screen. The evolvedbrand language needed to work within the context of the existing identity componentsbut also be emotionally engaging, whilst being flexible enough for a wide array of pressads including: tactical, offers, handsets and tariffs./ SolutionSaatchi & Saatchi Design produced a cost effective and more versatile toolkit thatcould be used instead of photography, particularly for the Austrian, Czeck Republic,Slovakian and German market, as the target audience here are regularly subject to hardsell platforms. The evolved look was based on ‘real life’ to be able to work alongsideexisting campaigns but could be controlled within a studio environment./ ResultThe new brand toolkit and design was complete in 3 months and now acts as theinternal guide for how the brand thinks and looks outside photography. T-Mobileare delighted with the result and the new graphic approach is being rolled out acrossEurope. Production costs for advertising have been slashed and the toolkit providesa new and fresh look across the network.