“What we loved about Hugo was that they were so adaptable and flexible, but still had an extreme level of expertise, that they knew exactly what to do,” said Gresham.
The logo has two iterations, with one stacking the word “Total” while the other is elongated, with the horizontal version angling slightly up like the bars of a cell phone. Even the “a” in the logo has a purpose, appearing almost like a text bubble to tie it to a wireless theme.
In store, the teal will be visible, as well as the accent colors and the stacked logo. In addition, even the devices will have a distinctive look, with the red as a standout.
“What we wanted to do was keep that red, but keep it intentional. The idea was to tie that back to the network,” said Gresham.
The branding will start appearing in stores and in communications like radio and social posts starting today, but the rollout may take longer when the distribution comes from other retailers since they have different timetables for resets.
Marketing efforts will continue with dedicated Spanish language spots. Those started with spots on Univision and extended to the Super Bowl coverage on that channel, with creative by Ogilvy. Branding will be strong at soccer events and will include a 360 campaign with OOH, digital, on-air and retail.
To boost the rebrand, marketing will also include new offers, like five-year guarantees, faster-unlimited data on Verizon’s 5G network, free 5G phones, credits and extra lines at no additional costs.
