Consultancy Someone has rebranded Pakistani broadband company Wi-Tribe by creating a new brand language to support its existing identity.
Appointed in October through a pitch held by company owner the Qtel Group, Someone has looked to create a ‘people-centred’ proposition with a handmade look, according to consultancy co-founder Simon Manchipp.
Manchipp says, ‘A lot of broadband companies try to look human but use inhuman properties and mechanical geometric shapes. We’ve tried to make something that looks genuinely handmade and expressive so we’ve used paint and handprints.’
The project was led by Someone co-founder Gary Holt with designer Sarah Cupitt. Advertising using the new positioning has been created by VCCP.
The new work launches in Pakistan before a roll-out across the Middle East, Asia and Africa.
Holt says, ‘It’s about making your mark in the world around you and the creative expression and freedom that broadband brings.’