GSMA
Brand Refresh
2022
SCOPE
Visual Identity Systems
Digital Art Direction
Motion Principles
Brand Strategy and Positioning
Art Direction
High-craft Toolkit Assets
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BRIEF
The GSMA is the global organisation representing the entire mobile ecosystem. Building on their brand positioning of “The Thriving Society”, they asked us to add a new layer of dimension to the brand. The goal was to augment their position as a driving force for technological advancement and ensure the identity reflected the pace of the industry.
WORK
We worked closely with the in-house design team and management to move the brand beyond its existing boundaries. We needed a system that felt as interconnected as the mobile operators it represents. Our focus was on creating a benchmark of clarity that could scale across a vast range of global channels while maintaining a distinct, human character.
PLAY
We developed a fluid and characterful brand toolkit that is rich with movement and activity. Rather than a static set of rules, we delivered a dynamic system that allows for total flexibility of expression. This kit provides the GSMA with the high-craft assets they need to lead conversations around the future of technology with a visual language that is constantly in motion.
Toggle
GSMA
- Visual Identity Systems
- Digital Art Direction
- Motion Principles
- Brand Strategy and Positioning
- Art Direction
- High-craft Toolkit Assets
BRIEF
The GSMA is the global organisation representing the entire mobile ecosystem. Building on their brand positioning of “The Thriving Society”, they asked us to add a new layer of dimension to the brand. The goal was to augment their position as a driving force for technological advancement and ensure the identity reflected the pace of the industry.
WORK
We worked closely with the in-house design team and management to move the brand beyond its existing boundaries. We needed a system that felt as interconnected as the mobile operators it represents. Our focus was on creating a benchmark of clarity that could scale across a vast range of global channels while maintaining a distinct, human character.
PLAY
We developed a fluid and characterful brand toolkit that is rich with movement and activity. Rather than a static set of rules, we delivered a dynamic system that allows for total flexibility of expression. This kit provides the GSMA with the high-craft assets they need to lead conversations around the future of technology with a visual language that is constantly in motion.