Mobile Done Right.
iD Mobile was a brand under the Dixons Carphone umbrella that was in need of a brand refresh. I was solely responsible for leading this ongoing branding project by establishing an updated, refreshing identity that didn't step away too much from some of its brand equity but also curate and design its new guidelines and principles for the brand to use moving forward.
I decided to keep a nod back to Curry's rebrand as a starting point (since it's their owned network) whilst curating their own graphical elements to keep the brand unique.
Similar traits such as the personality, TOV - (being witty, bold, honest and clever), the art direction and styling of using customers and props, and doing things with a twist such as using the brand's secondary colour palette throughout their wardrobe attire during photoshoots. Part of some of its unique assets includes the thumbprint texture, which is a great thread back to 'iD - identification', breakdown usage of the iD Logo i.e. circles and rounded pill shapes, and just pushing the all round creativity on its propositions and comms to make the brand more welcome and relatable to its audience.
