Three UK wanted to develop a loyalty service that went beyond what people have grown to expect. Creating an app that would utilise Three’s unique position as the provider of all data, the service would offer deals and privileges in real-time, based on location. These offers would be curated to users tastes, interests and preferences. This was to be a stand-alone brand that shared some of Three’s DNA.
The identity needed to be clean and simple to work well with a wide variety of content, at the same time it had to be iconic and convey personality so that every user would have a unique experience. The use of dots/circles provided the basis for a simple but iconic visual language, personality could then be built through using tone of voice, animation and illustration.