Halebop is the friendly Swedish mobile operator with a brand promise of being ”unexpectedly nice for real”. Our brief was to launch a new brand identity that works better in a digital world with more vibrant energy both online and offline. Halebop wanted to keep their playful and unpretentious vibe but get away from a sometimes childish expression. The most important objective was to minimize the drop in brand awareness as we rolled out the new identity.

The primary target groups are between 20-29 years old. Urban, students and SBA’s (Swedes born abroad). The idea was to create a scalable, flexible and channel-independent identity with powerful building blocks - we call them ”plankton” - that come to life and interact through animation and sound. A branding act that respects the Halebop heritage and still caters for the need to be new. We do not design for our brand but for the people who interact with our brand. We are a ”digital bazaar”. This way, we can stand out where our competitors show more of the same.

The new identity was launched in conjunction with a broad product campaign in April 2018. Everything from SIM-cards, invoices, in-store and event materials to all digital presence plus all-channel advertising was affected. An important initial discussion was which pieces of the old brand identity to preserve. We made the decision to keep the black/white expression in filmed materials but make radical changes in color and visual expression to go with it. Together with a new energetic animation expression, sound design and modular thinking, we now have the tools to separate products in a distinctive yet still brand consistent way. Check out how this comes to life here: http://competition.nomonday.com/work/halebop-visual-id/

The follow up of the launch showed that brand awareness was unchanged i.e. we didn’t lose anyone in the transition. And the following summer campaign shows that sender identification has reached new and unprecedented levels which proves that the journey from the old to the new Halebop has been a success. Brand awareness is now up. Sender id is up. Brand interest and liking is up. Purchase intent is up.