We have been working with the largest company in Palestine, advising on new strategic directions for the brand as they welcome competition into the market. As one might imagine, operating a telecommunications company in Palestine has unique challenges. Telecom masts have been detained at the airport for months while illegal competition from Israel mobile operators perforates the border. The West Bank and Gaza are more or less completely cut off from one another, making travel and moving of goods and services impractical. There are interesting security dimensions that harm and help business. Did we mention there is war on?
The team at Paltel take these incredible challenges in their stride and are focused on growth, community and innovation. The same people who are leading the company are leading social change in the community and for the nation. We’ve been fortunate enough to work with some of the leading minds in Palestine, who are vocal in business and the political sphere. We will continue to advise them on their brand as competition enters the market.
Last year, MCS Communications invited us to lead the design of a retail telecom concept for Romania. MCS Communications is a part of the Milomor Trade & Communication Group along with several other companies such as Hat, the official Romanian importer of Samsung mobile phones, and DTH Television, the digital television known as Boom TV. Their goal was to create a new kind of setting to sell products, services and accessories from the telecom, digital TV, photo products and services and multimedia markets.
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We’ve revamped the new brand for Russia’s largest mobile telecom provider. MTS has over 70 million subscribers in Russia and neighbouring countries. Aaron Shields, one of the partners here at Brandinstinct says ‘Together, we have created an image that mirrors Russia itself. The brand is full of paradoxes that push together traditional ideas against modern ones. It’s about all the details in life and also taking in the unity of the big picture. It’s about life and living, with the edge of realism. We’re looking forward to re-introducing this brand to the country over time. There is a lot of detail to get out in communications over the next six months or so.’
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Retail giant Carrefour appointed us to launch it’s new mobile phone brand. Entering any commoditized market is always a risky venture, but Carrefour planned to capitalise on an under-served customer segment: bargain-hunters. Carrefour believed a ‘bare bones’ service would appeal to natural ‘born switchers’. The obvious choice for a brand was Carrefour’s budget private label, No.1, which already commanded a large consumer base. Our solution extended and streamlined the existing identity system to provide a more robust branding toolbox, communicating strong design and messages which would reinforce the quality of the service, without harming the ‘cheap and simple’ heritage.
‘We ensured the brand is recognised as a No.1 service, while warming up the communications to give customers a human feeling from Carrefour’s first ‘service’ offering,’ said Uri Baruchin, consultant at Brandinstinct.‘We designed the entire range of product-centred touchpoints. On every deliverable, out of nearly twenty that we had to create in approximately six weeks, we came up with practical solutions to the challenges of the quadra lingual Belgian market, going up to four languages in the user guide.’Launched as 1 Mobile, the revamped-for-services No.1 brand has been well received by Belgian shoppers and described by local media as causing ‘true market disruption’.
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