Saffron has been working with Austria’s biggest telco group on the launch of their new brand A1. The rebrand is a result of the merger between the incumbent fixed-line provider, Telekom Austria and the country’s largest mobile phone company, A1. The new A1 offers fixed and mobile telephone, internet, TV, Business Solutions, IT expertise and a huge range of additional services. A1 has 10,000 employees, 7 million customers (in a country of just over 8 million people) and had revenues in excess of €3 billion in 2010.vA1 Brand Launch
The combination of two different perspectives – a constant two-dimensional ‘1’ paired with a three-dimensional and multicultured ‘A’ balances solidity with a capacity to be relevant and versatile in many environments. The project team wanted to acknowledge that for a communications brand of this size it should be able to reflect the many different tastes and viewpoints of its customer base in an engaging way.
The new brand is about individualism and surprise, it’s about personality and attitude. The brand is able to speak to everyone.
The team worked through the complete brand package from the design of the mark to the bespoke typeface, vehicles, uniforms, signage, web and literature systems and even sound branding for mobile telephones and TV ads.
