Unefon Brand Identity
In 2015, AT&T expanded into Mexico through the strategic acquisition of 3 established telecommunication brands: Nextel, Iusacell, and Unefon. This acquisition created the opportunity to launch the AT&T brand into Mexico for the first time.
Extensive in-market research led to the integration of Nextel and Iusacell into one company, creating a prominent post-paid telecommunications company that was re-branded and introduced into the Mexican market as AT&T.
Unefon, the third brand involved in the acquisition, held a strong position in the Mexican pre-paid mobility market. It was determined that a change in brand strategy was required to build emotional relevancy with customers and further differentiate the Unefon brand in the marketplace. In order to bring this new brand strategy to life, we needed to signify a bold change while leaning on some of the essential brand equities that helped Unefon establish its current position.
Key brand identifiers such as the name and color palette were retained and refreshed due to their strong recognition in the market. These brand elements were supported by a re-imagined logo, identity system, sonic identity, and messaging platform designed to help signal a new Unefon to the marketplace.
Partnering with our AT&T Brand Strategy team, Unefon business leaders, and the global brand consultancy Prophet, I led a talented team that delivered a bold new brand identity system, supporting the new strategic, business, and marketing needs.
