Our client was faced with important strategic challenges that led to a variety of changes in its brand identity, brand architecture, and brand design. Movistar was set to become the fully commercial brand, and Telefónica the institutional brand. A number of issues arose as we worked on the new brand architecture, sponsorship and co-branding, visual identity, and strategic marketing. We had to align all brand elements with the new Movistar strategy which was moving from a young, mobile brand, to a global telecommunications brand that embraced a larger target market including students, families, the elderly, small businesses, and global companies.

We stylised the iconic Movistar “M”, and modernised the wordmark to align with the new brand values: simple, honest, and inspiring.

The most important design element is the “Movistar Sky” visual that creates a new universe where every message is supported by the “Sky”. We created a set of typefaces, communications plan, and identity system.

The “Sky” visual is the metaphor for Movistar’s new personality - everything is possible and everybody belongs. No matter where you live, this inspirational space connects us, enabled by technology. The new claim for Movistar: “Life is more when you share it”.

In 2010, the new brand was successfully rolled out to over 2,000 stores in Spain and is gradually being rolled out in 12 Latin American countries, already starting with Colombia, Peru, and Argentina. The brand awareness increased to 98% and Movistar increased its market share from 24% to 35% in just a year. More importantly, the “Movistar Sky” has been extremely well received by consumers (and successfully tested). Visually, it has a soothing effect on the mind, and consumers enjoy the feeling of sharing life experiences and the fact that technology made this easy and accessible for them.