Contra pushes right MMA buttons

Contra has designed the identity for mobile phone trade body the Mobile Marketing Association, which was unveiled last week.

The group has also designed marketing materials, brochures and stationery. The identity is carried across all forms of communications including the MMA website and, potentially, the websites of MMA members. Members include Nokia, Unilever, AOL, Orange, Vodafone and News International.

The MMA, which officially launched on 28 January, has been created out of the merger of the Wireless Advertising Association and the Wireless Marketing Association. The MMA aims to promote industry growth, establish standards and protect the interests of consumers and industry players.

‘The new visual identity is a key element of the newly formed MMA brand. We had to come up with something that projects the new era of mobile marketing. We came up with a three-dimensional button shaped logo. We wanted something tangible and the button represents the way interaction occurs in mobile marketing,’ says Contra chief executive officer Antti Ohrling.

The consultancy is one of the founding companies of the Wireless Advertising Association, along with a host of others including Motorola, Lycos and Nokia.

The consultancy was appointed at the beginning of January via a creative pitch.