Movistar
Client
Movistar
Project
Rebranding (2017).
Credit
Team work developed by Lambie-Nairn.
Designing a scalable brand system across markets.
CONTEXT - As a leading telecom brand, Movistar needed to evolve its identity to remain relevant in a fast-moving, digital-first environment.
CHALLENGE - Reinforce leadership while:
• modernizing the brand
• increasing emotional engagement
• ensuring consistency across multiple markets and touchpoints.
APPROACH - Played a key role in redefining the brand system system by:
• evolving the iconic "M" into a flexible visual asset
• building a cohesive visual language across digital, retail, and communication
• simplifying the design toolkit for scalability and clarity
OUTCOME - Strengthened brand consistency across regions, increased relevance among younger audiences and enabled seamless application across phygital environments.
