Client
EE

Project
Brand Creation

Agency
Wolff Olins

Role
UX Lead / Design

The challenge.

To create an all-new, game-changing brand for the UK’s biggest and most advanced network operator, empowering customers to do more than ever before through better technology and super fast mobile services.

Now you can.

Everything Everywhere were the company behind two strong brands: Orange and T-Mobile. With a combined 23 million UK customers, they were the dominant player in a market that had become static and entrenched. EE was born around a central idea, ‘Now You Can’, inspiring a new way to serve customers on the high street, on the phone and, most importantly for the new brand, online.

The brand idea was supported by a creative expression that focussed around the benefits of the network. A system of particles formed and re-formed to bring messages to life and talk to the world in a way that is uniquely EE.

Core guidelines were authored, defining the principles and behaviours for the brand and enabling the company, its agencies and its partners to correctly apply the design across different channels.

Simple, personalised membership.

As part of the new brand, and in keeping with its commitment to accessible customer service, a new more flexible model for membership was defined; starting with core packages that can be added to via a credit and reward system.

jonathan@jonathanvaughan.com