Telekom Austria Design & Branding SIMPLY A1 by Saffron Brand Consultants


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Industry Telecommunications Services
Media Design & Branding
Market Spain
Agency Saffron Brand Consultants
Executive Creative Director Gabor Schreier
Designer Agnes Wanat
Released June 2011

Credits & Description

Category: Consumer Services
Product/Service: A1 TELEKOM AUSTRIA
Executive Creative Director: Gabor Schreier (Saffron Brand Consultants)
Client Director: Stefan Schindele (Saffron Brand Consultants)
Design Director: Matt Atchison (Saffron Brand Consultants)
Senior Designer: Alessandro Mattioni (Saffron Brand Consultants)
Senior Consultant: Ben Knapp (Saffron Brand Consultants)
Designer: Agnes Wanat (Saffron Brand Consultants)
Media placement: Logo System - All A1 Applications - Austria - 17 June 2011
Media placement: Logo Variations - All A1 Applications - Austria - 17 June 2011
Media placement: Literature - All A1 Literature Applications - Austria - 17 June 2011
Media placement: Web - A1 Web - 17 June 2011
Media placement: Communications - All A1 Comms Applications - Austria - 17 June 2011
Media placement: Environments - All A1 Environments - Austria - 17 June 2011
Media placement: Sponsoring - All A1 Sponsoring - Austria - 17 June 2011
Media placement: Packaging - All A1 Packaging - Austria - 17 June 2011
Media placement: Stationery - All A1 Stationery - Austria - 17 June 2011
Media placement: Brand Video - Launch Event, Web, Internal Comms, Etc - 17 June 2011

Describe the brief from the client
Following the merger of Austria’s leading mobile phone and fixed line operators, it was our brief to create a brand that would unite them, a brand-led culture for staff to feel at home in, to craft a visual identity that was unique and instantly recognisable and to help make the life of customers easier by simplifying products and services. The new brand was made tangible across all customer touch points: from fleet vehicles, retail shops, support hotlines, websites to internal communication and staff engagement.

Describe the challenges and key objectives
Merging 2 businesses brings challenges beyond legal and commercial frameworks, Staff from both sides need something new that belongs to all of them together. Something they can believe in and rally around. The A1 brand brought enough familiarity in name and key colour to be relevant to staff of both organisations. Crucially however, it felt like a fresh start and enabled the new company to quickly move beyond a ‘them and us’ mentality towards performing as a united entity. The new, shared, brand came alive through new products, new retail outlets and a renewed approach to customer service.

Describe how you arrived at the final design

The ever-changing 3D ‘A’ is a reflection of the diverse life of A1’s customers. This proves visually A1’s commitment to helping customers simply live their lives, in whatever way they choose. The constant 2D ‘1’ represents the stability necessary in A1’s leadership role in the Austrian Telco market. The combination of flexibility and stability express the secret to A1’s continued success. Being able to give the basic ‘A’ new skin for every occasion enables a lively and relevant visual expression across all customer touch points. The brand is monolithic and strong but always relevant with a playful personality.

Give some indication of how successful the outcome was in the market
A1 remains the clear market leader in both fixed-line and mobile products. Fixed-line churn rates dropped significantly and now show an increase in net customers for the first time in several years.