CDG answers Sure mobile’s brand needs

Cable & Wireless has made its first foray into Jersey’s consumer mobile market with identity and branding by Conran Design Group.

The mobile phone brand, Sure, which launched last Wednesday, is the first challenger to the previously incumbent Jersey Telecom. CDG was appointed in November last year following a competitive pitch against FutureBrand, The Partners and Dave.

As well as overseeing the naming and positioning of Sure, CDG has designed the retail store format, an internal brand engagement programme and customer communications. Jane Simmonds, CDG managing partner, who led the project explains, ‘The brief was to create a fresh and vibrant brand that would have immediate appeal. It is important that everything about the brand reflects a competitive offer, that it’s something worth switching to.’

The marque features lower-case type, with a bright yellow roundel, which reflects the ‘refreshing personality’ of the brand, while a red full-stop emphasises confidence. The name was selected from more than 700 possibilities for its connotations of clarity, simplicity and certainty.

Despite following a traditional mobile phone store format, CDG has brought in subtle visual elements through fixtures and fittings that hint at island life. If successful, Simmonds says she sees no reason why Cable & Wireless should not look at rolling the brand out across its other regions around the globe.

Last week, CDG managing director David Worthington was unexpectedly dismissed from the consultancy ahead of a merger with CGI Brandsense (DW 14 September).

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