Design

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Carphone Warehouse iD finds a face

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Bow & Arrow, the London-based creative growth consultancy, has designed the identity for iD, a new mobile phone network to be launched by the Carphone Warehouse, which has posited itself as the most affordable 4G network. It will operate via the Three network and its proposition is offering better contract flexibility than rival networks, greater access to free data roaming and “The best value 4G.” Bow & Arrow senior designer Joel Ng said Carphone Warehouse had begun the project with another consultancy, but Bow & Arrow were brought in around April last year to deliver branding for the new network on the strength of their previous work for the company. Previous work included a bespoke digital platform that transformed their assisted sale, dramatically increasing acquisition and margin and an accessory range designed in collaboration with Kate Moss.

Bow & Arrow has designed the identity for iD, a new mobile phone network to be launched by the Carphone Warehouse

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Bow & Arrow came up with the network's name, and has delivered a branding that it hopes will reflect its proposition as an affordable and flexible network. Ng said that when they were deciding on a name for the network, they looked at what the end benefit of signing up to the network would be to the customer, and they decided “It's people taking control by being offered flexibility and personalisation.” The name responds to this concept by suggesting individuality and empowerment, according to Ng, who added that “”Although it doesn’t show this literally, the D hints at a thumb print, a unique signature.”

Bow & Arrow were brought in around April last year to deliver branding for the new network on the strength of their previous work for the company

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The green colour, which Ng says is unique in the market-place, also aims to be a “Friendly, approachable and human” alternative to the bolder, colder colours favoured by competing brands. The colour and the language are “Uncluttered, crisp, sharp and direct” according to Ng who says the tagline is “I decide I change I save.” Any photographs used across the brand in future will also be more relatable and unique, and the tone of voice will be jargon free and colloquial.

The green colour, which is unique in the market-place, aims to be “Friendly, approachable and human”

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Carphone Warehouse iD is a network that will focus on benefits like controlled and capped plans, which it says will be the cheapest available. It also emphasises flexible 12-month contracts and special 30 day SIM only plans. But perhaps the key thing is its international roaming, as iD customers will be able to use their normal data plan in 22 countries including Australia and the USA! Graham Stapleton, UK CEO at Carphone Warehouse, said: “People want greater flexibility from their plans and are fed up with the one size fits all approach. We are also a generation obsessed with the mobile internet and accessing data and services on the move, things people are either paying too much for or just aren’t getting. Addressing these challenges forms the basis of the first wave of plans from iD.”

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