Reinventing the rules of telco

A new reality for a successful venture

Founded in Spain in 2006 by a group of young, visionary entrepreneurs, the digital and technology company Tuenti was born as a successful social network and quickly attracted 15 million users.

Seduced by Tuenti’s success, global telecom giant Telefónica acquired the company and helped it to evolve into a technology-focused mobile phone network.

Our role was to support them in facing this new scenario to become a leading cloud phone company.

Encapsulating an innovating attitude

Innovating in the telco business isn’t easy, that’s why so few companies dare to try. You need to be a different breed: small, nimble and with big aspirations. Tuenti is one of these organisations.

For example, they’ve developed various innovative services to help customers break free from astronomical roaming bills. They’re also leading the way in device-agnostic communication. And while low-cost operators battle over price and data in an oversaturated market, Tuenti are developing technological solutions to shape the future of telecommunications.

Tuenti perfectly understands the rules of the game but seeks to challenge or reinvent them. We encapsulated this disruptive approach in the brand idea ‘Extreme nonconformism,’ to further encourage the company to distance themselves from the stereotypes of the industry.

Unstoppable

The logotype has the same challenging attitude. And placing the full stop at the beginning of the word not only demonstrates a disregard for the rules of grammar and typography, but it suggests that the brand goes beyond accepted limits. This device is also used to the same effect in other written communications.

Purposefully plain

The largely black and white identity is an extreme departure from the normal industry vernacular, but the effect is a breath of fresh air in a marketplace awash with colour. It’s a bold convention that is also extended to brand photography.

A universal language

In the telco industry, icons are an accepted part of consumer communications toolkit. So creating uniqueness here was considered equally important. The quirky illustrations adhere to the same inclined angle used as the basis of the typography.

Clarity and logic

Despite the identity’s overall minimal approach, some communications necessarily feature multiple messages and require another level of design. For these instances, a more structured graphic language was developed, using a grid system, layering and a secondary colour palette to help organise information.

Thoroughly consistent

The brand is consistently uncompromising in advertising, on products and on the screen of every conceivable digital device. When such a bold identity is experienced across its many touchpoints, its real power becomes apparent.