A new brand enters the telco market with a radically straight-forward approach: 100% digital (thanks to new eSIM tech) with only 1 plan, 1 price and 1 app. Our task was to create the brand identity and communication strategy – and all that on a super-tight budget, of course.

Idea

Our ambition for the brand’s identity was to match the product’s simplicity. The idea was to reduce everything to pure functionality and just “be frank” about it. We started by making “Frank” the brand’s name (OK, “fraenk”, so the Germans know how to pronounce it).

Solution

After we had the name, we applied it to the everything else. Tonality: be frank. Communication strategy: be frank. Even the design language was reduced to pure functionality. “Frank” became a one-word brand identity, thereby achieving, what the product is all about: true simplicity.