Brand Identity — Fighting The Statu Quo [bis]

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How

We Shaped

A Conqueror

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A Case Study — Brand Identity Development for Mobile Carrier "YooMee Mobile".

Role — Creative Director

Agency — FCB Intuition

Project typology — Brand Identity & Service Launching

Field — Telecommunications

Client — YooMee Mobile

Country — Cameroon

A Contextual Overview

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In Cameroon, the mobile telephony marketplace is known as very harsh. With three heavyweight competitors deeply rooted in the landscape and portrayed by MTN (from South Africa), Orange (from France) and Nexxtel (from Vietnam), the marketplace welcomes the arrival of another young and dynamic actor. YooMee, which had previously operated as an internet service provider teamed up with Camtel (Cameroon Telecom, the incumbent landline operator) to become the first MVNO in Cameroon under the YooMee Mobile brand.

Scope of Work

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• Brand Strategy

• Brand Messaging (Bilingual)

• Visual Identity

• Key Visuals & Marketing Collaterals

• Stationery System

• Packaging & Starter Kit Design

• Showroom & Store Design

• TV Commercial

The Challenge

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• How to successfully launch a brand new mobile operator within a merciless competition landscape?

• How to establish a newcomer in a hard-fought market like Cameroon with already 3 heavy competitors?

• How to seamlessly upgrade the identity of an internet provider to a mobile network carrier without disturbing its already established audience?

Launching Yoomee Mobile — Print Materials Sample

The Solution : Going Against The Statu Quo

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A thorough brand scaffolding, bold positioning stand, marketing and advertising strategy that enable the brand to infuse people’s mind. Starting from that point, we crafted a relevant strategy that perfectly fits YooMee positioning stand as both the disruptor and *the* audience’s favorite mobile operator. It's specific to YooMee since it’s the first Cameroon-native mobile operator: there’s a strong patriotic vibe around that newcomer. The outlined brand strategy had to tap into the cultural realm of the country to give to this new actor a strong legitimacy.

The Brand Identity System

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The only constraint: the logo for this brand new actor should not depart from the mother-brand, “YooMee”, an internet provider. Yet, the visual system had to portray both the mobile brand inner nature and the fighting spirit of the Cameroonian people: young, dynamic, vibrant and innovative.