The US Cellular account was won for Riney using a brandvertising approach—a holistic halo surrounding the brand that takes into consideration the entire 'brandsphere', or every possible target audience touchpoint. Address advertising, digital, social, sure, but also product promotion, store environments, employee training and internal branding—the entire brand experience for the consumer. Everything was concepted, ads to uniforms, store environment to customer engagement scripts.
The anthem.
How to get thousands of employees to sing the same tune? Give them something to believe in. This brand video was created as a support piece to the CEO's presentation launching a new positioning to US Cellular employees. It was written and edited to inspire point-of-sale team members to act in unison, speak in one voice, and execute on the service-centric primary message: Believe in Something Better.
Out-of-home boards that follow the U.S. Cellular brand leveraged several features of the brand system, the custom type font (drawn by Emigre), color and 'caught-in-the-moment photography.
The U.S. Cellular re-brand strategy started with a thorough understanding of the competition and how the brand could stand out once the new positioning and advertising messaging were resolved. Looking at all the major carriers' online presence and in-store retail experience indicated a place of ownership for the brand in the crowedbrandsphere and an ownable brand color that wouldn't collide with competitors. What followed was the creation of a distinctive visual and typographic brand style to complete the brand re-launch to the consumer.
PDF > Complete US Cellular Brand Guide (95 pages)
In a break from the competition and to express a more un-catagory-like tone, images of people within communication executions never showed mobile phone use but instead captured a real life, caught in a moment. Phone representation was reserved for two-tone transpositions of people (flat-colr images), line drawings or product shots. Thus phones do not date the brand image library.
The anthem.
How to get thousands of employees to sing the same tune? Give them something to believe in. This brand video was created as a support piece to the CEO's presentation launching a new positioning to US Cellular employees. It was written and edited to inspire point-of-sale team members to act in unison, speak in one voice, and execute on the service-centric primary message: Believe in Something Better.
Out-of-home boards that follow the U.S. Cellular brand leveraged several features of the brand system, the custom type font (drawn by Emigre), color and 'caught-in-the-moment photography.
The U.S. Cellular re-brand strategy started with a thorough understanding of the competition and how the brand could stand out once the new positioning and advertising messaging were resolved. Looking at all the major carriers' online presence and in-store retail experience indicated a place of ownership for the brand in the crowedbrandsphere and an ownable brand color that wouldn't collide with competitors. What followed was the creation of a distinctive visual and typographic brand style to complete the brand re-launch to the consumer.
PDF > Complete US Cellular Brand Guide (95 pages)
In a break from the competition and to express a more un-catagory-like tone, images of people within communication executions never showed mobile phone use but instead captured a real life, caught in a moment. Phone representation was reserved for two-tone transpositions of people (flat-colr images), line drawings or product shots. Thus phones do not date the brand image library.