Brand Union


How do you go beyond the network?

In a nutshell

Back in 2012 people’s relationship with their phones was changing completely. Once a pioneer of the first UK mobile phone call, Vodafone’s offer had moved with the times, but its brand had not. We came in to help reposition them beyond being a network carrier. The result is a story of empowering people across the world, focusing on all the benefits that being connected can bring.


What we did

Some of the best stories within Vodafone come from them empowering people to change their circumstances through technology; whether it’s a community in Kenya through mPesa mobile payments, or a small business in Germany through unified communications. To reflect these stories of empowerment, we evolved their identity to work in animation as a “Rhombus” that could hold and highlight different kinds of content, from brand launches to seasonal offers. Their story can be presented with richness, consistency & ease, worldwide.


1.3 million Euros saved in design and printing thanks to a minimalist global approach to packaging


24 countries covered by the Vodafone network, working with Brand Union across the world


44 million mobile customers added in 2 years from rebrand to 2015

The Details

The new positioning has helped Vodafone move successfully from mobile into converged communications, including TV and broadband, as well as machine-to-machine technology.

I really enjoy working with the team - they really understand our needs and always try to help as much as possible despite our very demanding needs and timings. They have a 'can do' attitude and show great passion to their work and our brand.

Elly l'Anson, Senior Brand Manager, Vodafone

The result

The new identity has made Vodafone’s marketing design much more efficient and allowed greater creativity, saving money while gaining new fans. Since 2013 we’ve worked on projects across the Vodafone business, connecting them up to the brand to be consistent across the board. This has led to product launch campaigns for new apps like Vodafone Backup+ and Vodafone Call+, and dynamic evolutions of the brand in different markets.

Helping steer Vodafone's journey from telco to total communications provider, shaping the brand's future, utilising the global network and working across markets is indeed truly rewarding. And like any journey, where we are heading next is the most exciting part of all!

Mark Chatelier, Creative Director, Brand Union