Rebranding for 500 million users in the world



Vodafone owns and operates networks in over 30 countries, 500million users. Vodafone announced a significant evolution of its brand positioning strategy, strapline and visual identity worldwide – the first changes to one of the world’s best known brands since the introduction of the ‘Power to you’ strap-line. The strategy – implemented across all 36 countries in which the Vodafone brand is present – is designed to underline Vodafone’s belief that new technologies and digital services will play a positive role in transforming society and enhancing individual quality of life over the years ahead. Vodafone’s brand positioning strategy focuses on the theme of optimism about the future, using the new strap-line, “The future is exciting.


This is a project working with Superunion. I was responsible to create a new brand identity to fulfil the new strategic direction of Vodafone in digital transformation to achieve emotional connection with their customers. In this project I involved from strategic thinking to creating a fresh brand experience for Vodafone.  By using a simple red line represents a digital journey of Vodafone. The outline of the Vodafone logo always stays at the centre of applications to re-inforce the brand awareness and highlight delightful key moments as well as connecting people from a distance apart. A simple and clean execution refreshes the whole brand to get ready for the future. This brand identity will be continued to promote all over the world now and the coming years.

* The following art works and design which were published in the market created and managed by Superunion globally after the rebrand. My involvement was the core thinking to give a direction and guidance to the new brand experience and look and feel to fulfil a seamless brand story for Vodafone in these years.