Someone, which worked on an internal rebrand of Telefónica in June 2011 with Lambie-Nairn, was engaged to work on the TU brand in March, alongside What If and VCCP.
TU is an umbrella brand for a range of Telefónica Digital services which will be made available directly to consumers and through Telefónica’s businesses O2, Movistar and Vivo.
The consortium of consultancies worked on the name, positioning, and identity of TU.
Someone says its role was to develop graphics and iconography as well as work with the user experience team at Telefónica Digital.
TU Me, which launches this week, is the first product to carry the new branding. It is a free ‘all-in-one’ communications app which draws together calls, texts and photographs into a timeline.
The product which operates on data rather then by being tied to a particular operator is known in the telecommunications industry as an ‘Over-the-top’ service.
‘OTT services are becoming a clear future for mobile and this is an exciting product that is intuitive and simple to use,’ says Someone creative director Gary Holt.
‘The identity bucks the trend of simply iconographic logos, and is as rich in colour and texture as it is in experience,’ he adds.