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giffgaff challenged Echo with strategically uniting a strong set of brand values and creating a unified brand identity.

As the only 'no contracts' mobile network to be run by its members, it was imperative that the new brand identity should resonate with young people, the member community and support their efforts.

Rather than creating a singular solution, the new giffgaff branding has a range of personalities that can be deployed in appropriate brand situations. This duality keeps the brand lively, surprising and appealing to a young audience. It makes the brand alive, human and flexible.

The design represents digital noise, replacing the original pixels that were synonymous with the brand since its initial launch in 2011. The new design again creatively plays with the idea of the pixel, but has injected it with energy and movement. Vibrant colour and shape is used to bring to life the qualities of dynamism, passion and enthusiasm, which encompass the brand.

giffgaff is loved by its customers – a rare feat for a mobile provider. Following its brand refresh, it was named Best Telecom Services provider at the 2014 and 2015 Which? Awards, as well as being the top-scorer for both contract and pay-as-you-go deals in the 2015 Mobile Satisfaction Survey.

Giffgaff has neither a shop nor a call centre. Everything is done through their website making it all the important to have a powerful brand identity that works across a multitude of digital touchpoints. The new branding was brought to life across all visual assets, both digital and print, including a new triple SIM design. We also created a distinctive and consistent brand tone of voice across all customer touchpoints including social media and advertising.

More recently, our digital noise design was brought to life on screen as giffgaff was appointed new sponsor of E4 Entertainment. DBLG London created the set using our pixel as a striking backdrop and poplulating it with 3D idents and props. The brand refresh has also been powerfully communicated through the advertising on London’s buses as well as brought to life through guerilla marketing campaigns, which included ‘superman’ drones flying above Central London.