Firedog deliverables:> Branding • Stationery • Advertising Guidelines • Web
Who is the client?
Liquid Telecom is an established telecommunications company that provides millions of high quality, low priced minutes worldwide. Operating in 14 countries, they are one of the fastest growing independent operators around.
What was the brief?
It was identified that to widen the market potential the brand had to be more retail focused. Firedog was asked to energise the brand and make it relevant to the retail audience. The brand already had a presence online and within the retail environment. This equity meant the name should be kept, but the identity should be developed to attract the private consumer. Firedog’s remit included: Brand identity • Visual look and feel (including stationery) • Marketing Collateral • Retail Website design and build
What was Firedog's solution?
Firedog injected a more illustrative approach to the identity to give it more definition, as the photographic approach came across hazy and did not show the professional qualities that Liquid Telecom possessed. The rich, blue wave that is a pivotal ingredient within the visual look and feel generated an approachable brand that installed a feeling of relaxation.
Firedog’s strategy was to tap into the aspirational benefits of low cost telecommunication, such as a paradise in a far away land or dreams of home and family and friends. Firedog felt the experience of talking to people should be perceived as a pleasurable time, rather than a mechanical means to an end. This is ultimately a point of difference for Liquid Telecom that consumers would appreciate and buy into.
