The consultancy was appointed in September 2008, following a three-way pitch to be retained as the company’s digital group.
The mobile site, launching this week, follows the launch of the main Ukash site, also designed by the consultancy.
Asked to create a ‘mobile platform solution’, Rob Hollands, managing director of Untitled London, says the group has worked on three versions of the mobile site which can work in different locations and across several platforms.
A WAP version of the site will allow countries in emerging markets to use the mobile service, and there are plans to roll it out outside the UK over the next few months.
The mobile site features a ‘mobile wallet’, where currency can be stored and accessed for transactions.
The look and feel of the mobile site is led by branding work already carried out by the consultancy. ‘The big challenge for mobile sites is retaining the personality of the brand,’ Hollands says. ‘We’ve used mobile-friendly colours and lots of text, rather than graphics, but have incorporated a character called U-guy.’