Vodafone Brand guardianship
| Fact |
Value |
| Contact |
London |
| Client |
Vodafone |
| Project |
Brand guardianship |
| Industry |
Telecoms |
| Timeline |
May 02 - Ongoing |
| Services |
Value Proposition
Brand Idea
Internal Communications
Leadership Engagement and Team Dynamics
Behaviour Change
Packaging Design
Brand Architecture
Brand Guardianship
Brand Guidelines
Information Design
Interactive Design
Environments
Brand Audit (including VISEQS)
Competitive Analysis
|
| Team size |
15 The Brand Union
35 Client |
Design Week Benchmark Awards 2006 - Telecommunications Category - Commended
In the last twenty years, Vodafone has grown through a series of acquisitions from a division of Racal to become the world's largest telecommunications group.
Vodafone knows that to protect its position as the world's leading telecommunications group, it must consistently deliver a brand that over 200 million customers, as well as all its employees, want to live and breathe.
The Brand Union is a key member of WPP’s ‘Team Vodafone’, which also includes JWT, Fitch, Performance, Added Value and Kantar. Team Vodafone works with Vodafone’s central marketing team and local operating companies to ensure global consistency with local relevance and understanding. We have developed an integrated strategy, design and engagement team, which has delivered the brand with creativity at all touchpoints. The London office acts as the hub, drawing on The Brand Union's network of offices around the world as an efficient means for ensuring that global consistency is maintained.
Our work for Vodafone covers all design disciplines, including corporate identity, packaging, retail, sponsorship, digital and environmental design as well as communications best practice. Strategy also features strongly in the relationship, and we work with Vodafone to resolve brand architecture issues and embed the brand internally. The one thing that unites all our work is a passion for the Vodafone brand and a deep understanding of its customers around the world.
Education is another important feature of our role, and the behavioural workshops led by our specialist engagement practice show how we help Vodafone employees understand the what, how and why of brand usage. We have also designed and branded office environments at Vodafone’s two global HQs in Newbury and Düsseldorf.
Our relationship with Vodafone continues to flourish and to take us into new and exciting areas of delivery.
Highlights include the design and launch of both the Vodafone live! infotainment and 3G technology propositions. We have designed packaging and handset branding, as well as the handset user interface and digital iconography that enrich the Vodafone brand language. We designed the Vodafone experience area at Heathrow airport and sponsorship packages. We also develop and maintain complete guidelines for all aspects of Vodafone brand communication. Most recent highlights include the development of Vodafone's new written and visual tone of voice, which has impacted all customer segments and touchpoints, as well as Vodafone's own office environments.
Our relationship with Vodafone continues to flourish and to take us into new and exciting areas of delivery.
