BACKGROUND The investors decision to merge several local mobile operators under one brand was the kickoff for MegaFons relaunch in 2002. Being number 3 in Russias mobile communication market MegaFon established the first all-Russian network. CHALLENGE
Unite all local operators under one customer brand.
Reposition the brand in order to manage the transition from local to nationwide services.
Changed positioning from a technique-driven business to an emotionally attractive service offer: hasslefree, convenient, reliable and accessible by everybody in Russia at the same conditions.
Created the visual identity, including logo redesign, TV animations, advertising materials, image library shootings etc.
Managed the nationwide implementation by providing brandbook/guidelines and trainings.