Create a graphic identity and naming for a product targeted at teens, for the Portuguese mobile company "Optimus".

We chose the name "TAG", and started to explore a myriad of styles for the word TAG. At the end we had never-ending possibilities, and we chose to represent it ALL.

We opened a three-block area, in which all urban typographies fit. We had not a common logo, but a chameleonic brand.

A huge success, capturing 3000 new customers that had their first experience with a mobile company. This will probably result in new customers for "Optimus" in the near future.A few weeks later, the competitors started to launch similar products, trying to capture some media attention after the big buzz around TAG.