The local GSM operation of the global telecom player in Romania.
The Client commissioned the creation of a new brand for the local market in its quest to build and secure the relationship with young consumers amid major technological disruption facing the telecom industry. The product behind the brand is more than a new telecom offer, it is a digital platform capable to sustain an ecosystem which will equip the younger generation with diverse self-development and entrepreneurial solutions.
The brand was devised like an ideological cultural movement aiming to meet the local youth’s needs and expectations—hence the name Indygen: both local and indie. A brand shaped like a youth movement needed a visual expression able to convey the rebellious energy of youngsters’ hearts. Integral part of the typeface-based visual platform, the logo was designed to sustain the unrest spirit of the brand, including the trademark Change symbol as a glyph. The Indygen SIM card plays further on the unconventional, and it comes packaged in a brand-property collectable series of urban-warrior-shaped designer toys.