Transforming a $9bn organisation, from telco to global tech business
Veon (formerly VimpelCom) is realigning itself around a new vision to bring new digital experiences to hundreds of millions of people in emerging markets, connecting them in a financially viable, easy and personal way. The business is transforming from a lumbering telco giant to an agile global tech business. This reinvention is signified by its rebrand to VEON and will be delivered through its newly launched personal internet platform. The VEON app at the center of this transformation offers always-on communication and account management and a world of services chosen specifically for the individual customer, all for free.
Defining the Veon brand in a rapid race to launch
We were introduced to VEON’s senior leadership in July 2016. We were asked to ready them for the new product’s entry into its first market in October – with three months to launch, fundamentals such as the name and brand were not yet fixed.
We embraced the challenge; building on the research and naming work delivered by Landor, we rapidly created and brought to life a slew of options for the product identity, shaping what the product could be and how it might be experienced.
From digital to the real world
Working in an agile approach that blended strategic and creative expertise, we helped the team to make swift, focused decisions. Within a week we had achieved a decision on the name and brand architecture, and had established the creative direction for the brand identity. We built this identity into the product interface, creating the energetic onboarding animation (using playful photographic assets captured on shoots in Rome and London) and developed a light UI system that informed the look and feel throughout the app.
We worked closely with Native, the product design partner, hosting daily standups with both creative teams. By creating an identity to live within the digital product first, and stretching it beyond the screen into hundreds of different potential real-world applications, we could deliver VEON a system that is fit for the future, wherever it takes them.
An identity that packs a punch with striking simplicity
At the centre of the digital-first identity system we created was the yellow V, sitting much larger than the wordmark, giving the brand instant colour recognition. For a new business that needed to meet and connect with an audience of millions across 12 different markets, this confident symbol would work across cultures and alphabets. Similarly, the VEON typeface - Hero - was chosen not only for clarity and standout, but also for its versatility. It remains unmistakably VEON in Latin, Cyrillic and Georgian alphabets.
A brand for everyone, everywhere
The dominant V of the symbol inspired the brand personality traits - valiant, vigorous and vibrant - that inform the way the brand looks, speaks and acts. We gave sharp focus to the product’s benefits by creating a story written from the customer’s point of view. We developed a tone of voice capable of flexing in markets as disparate as Italy and Bangladesh, and ranging from corporate communications in the company HQ to the accompanying messaging for the product UI.
All assets and toolkits are available through Moving Brands custom-built design platform Ark. As a single access point, Ark gives thousands of practitioners the tools they need to create coherent, appropriate marketing communications and design experiences for the diverse cultures and markets in which they operate.
Within an unusually unforgiving deadline, we delivered in time for the launch at this month’s Mobile World Congress. The brand can scale to make a compelling statement, wrought large on facades of corporate buildings, yet still command attention within the compact digital world of the VEON platform. In vastly different markets where telcos are undifferentiated and represent a world well out of step with their users, VEON is democratic and simple, yet enticing and sophisticated.