When Virgin Mobile wanted to enter the country, they were up against two very well established competitors and one new but thriving rival. They needed to make an impact with a tiny portion of their competition’s budget. It was a hard ask but the company did have a little of the Virgin magic to help it along.

We were tasked with creating the tone, packaging, internal collateral and store concept for the brand. We needed to make a big impression on a small budget. Get in and get established as quickly as possible. There was no room for wallpaper.

The first thing we established was the tone of the brand. What kind of personality was it going to have? They wanted to be known as the consumer’s champion, a company that told you the truth and didn’t try and baffle you with complicated rates and packages. Our tone was witty, cheeky and honest.

I did this campaign with Grid Worldwide Branding and Design.