Telefónica
o2 Brand Refresh: From Customer-First Strategy to Brand Design Rollout
For o2, Telefónica’s strongest consumer brand, the project focused on rolling out a refreshed brand identity that brought strategy and design closer together. The goal was to create one clear brand expression — more consistent, more recognisable and better suited for digital channels. Together with Design Bridge and Partners and Telefónica’s in-house design team, we developed brand design components based on the customer-first strategy, supported cross-functional alignment across marketing departments and created an on-demand eLearning to help teams apply the new brand system with confidence.
The Problem
As Telefónica’s largest consumer brand and one of Germany’s top three telecom players, o2 needed to become more consistent, recognizable and differentiated. The goal was to bring the customer-first strategy and the brand design closer together, so the brand could speak with one clear voice across campaigns, channels and touchpoint.
The Solution
I supported the rollout of the o2 brand relaunch by connecting brand strategy, design development and internal implementation. This included working on new brand design components with the agency Design Bridge and Partners and the in-house design team, managing cross-functional stakeholder alignment across marketing departments, and developing brand trainings in the form of an on-demand eLearning. The goal was to make the refined identity easier to understand, easier to apply and stronger across every customer touchpoint.
Feedback
"Chantal's brand design expertise gave our o2 team a fresh perspective on how to optimize our brand management process. She led complex brand projects with exceptional clarity, communication and professionalism, and her precision in execution made our brand relaunch a success."
Caroline Girardet
Senior Brand Manager, Telefónica Germany
