Building a Wireless Brand for the Tech-Savvy Shopper.
CHALLENGE: U.S. Cellular was underperforming in the pre-paid space. Our task was to create a standalone challenger brand that would reach an untapped consumer segment and strengthen their overall portfolio.
APPROACH: We dug deep to understand the unmet needs of a tech-savvy, well-researched shopper, who showed a clear desire for more control over their plan.
Created three brand pathways, each of which activated distinct strategic levers for growth and set the stage for brand expressions focused on more control, customization and freedom.
Leveraged strategy, design and verbal to create a new brand—including the name, messaging, brand identity, icons, photo strategy, web experience, social ads and guidelines.
IMPACT: Consumer demand for YUVO outperformed every industry benchmark at each point in the conversion funnel—proving massive potential to steal share in the pre-paid wireless market.
Role: Director - Co-Creation, Solution Development, In-Market Experiments
@LPK, 2019
