Title	BLAU REBRAND
Brand	TELEFÓNICA GERMANY
Product/Service	BLAU
Category	A02. Rebrand / Refresh of an existing Brand: Consumer / Corporate / Non-profit
Entrant	LAMBIE-NAIRN Munich, GERMANY
Idea Creation	LAMBIE-NAIRN Munich, GERMANY

Name	Company	Position
Philipp Mühlebach	Lambie-Nairn	Regional Director Germany - Creative
Micha Kumpf	Lambie-Nairn	Senior Designer
Bastian Lindberg	Lambie-Nairn	Regional Director - Strategy & Client Services
Rebecca Boehringer	Lambie-Nairn	Client Director

The Campaign

The telecommunications market is characterised by a particular complexity and overwhelming variety of options. But less is often more, and many people only want the things they actually need. Blau has recognised this and knocks off the knickknack in a genuine no frills approach. Welcome to a world full of clarity and simplicity with a unique character. Welcome to Blau: • bold logo and simple typography • a "highlighter" device to emphasise the essential part of each message • story icons to simplify messages in a playful way • confident and witty communications • distinctive custom illustrations to avoid the customary “ideal world” and “slice of life” imagery A disruptive and bold identity, which is unconventional and yet charming, engaging and emotional.

Creative Execution

Confident, authentic, direct and always with a charming wink and human touch – that’s how Blau speaks and behaves. The new identity works both static and animated to deliver a dynamic brand presence across all platforms. We delivered an extensive guidelines document for implementing the brand across all touchpoints: from print and online to 3D-applications and various interactions for both employees and customers. We also created a brand book for all Blau employees to help them experience and identify with the new brand by making it more tangible and tactile. The book includes fundamental brand principles as well as inspirational and playful interactions. It comes with a highlighter to encourage personalisation.

Indication of how successful the outcome was in the market

Although we cannot release statistics, the identity was rolled out across all touchpoints and was a great success with both internal and external audiences. “It is distinctive, iconic and has a high recognition value. For me, this project is one of the most important cornerstones for the future development of Blau” commented Veronika Montgomery, Senior Branding Manager at Telefónica.

The telecommunications industry is highly competitive and brands try to differentiate themselves by constantly adding new options and confusing extras. However, many people only want the things they actually need. Blau cuts through the noise and targets people who want to focus on the right and important things of good telecommunication - no more and no less. Building on this core idea, we developed the brand strategy and brand identity – from the tone of voice to all the design elements (logo, typography, highlighter device, story icons, custom illustrations).