Public Mobile launches new visual identity and people first campaign | Cossette

Public Mobile launches new visual identity and people first campaign


Toronto (August TBD, 2019) – As it works to differentiate itself in the ultra-competitive wireless telco market, Public Mobile has launched a new brand identity with customers at its core and an emphasis on human connection. Working with its AOR Cossette, Public has unveiled a new design system that includes a new logo, colours, typography and illustrations that reinforce the diversity, individuality and interconnectedness of its customers. It also launched its first campaign under the new branding, “Public Displays of Affection”, a warm and humourous campaign that showcases  Public Mobile’s love and commitment to its customers (with amazing savings and community).

“Customers are at the core of everything we do and our brand refresh reflects that,” says Susana Gomes, Senior Marketing Manager, Public Mobile. “We’re excited to launch a cleaner, more simplified, mature and visually strong identity backed by a campaign that showcases our love for our customers.”

When Public worked with Cossette to drill down to what the brand really stands for, it became clear that customers are at the core of everything Public Mobile does (Public prides itself on its online community, easy-to-use service pages, rewards programs and flexible,contract free plans for users, for example). The key to communicating this was to go beyond launching a new campaign – and rebrand Public Mobile.

“This rebrand represents the individuality and the diversity of Public’s customers and every element ties into its people first strategy,” says Luis Coderque, Group Creative Director and Head of Design at Cossette. “We designed an identity that brings back the meaning of the word Public to the brand.” The design system includes illustrations representing our diverse population, a new colour strategy, a dynamic logo and a new tagline, “We’re for you”, reinforcing its customer commitment.

The “Public Displays of Affection” campaign includes OOH, murals, online video, digital and radio spots and will run in cities across Canada until December 31.


Client:  Public Mobile
Director: David Maclean 
Manager: Ben Sun 
Brand and Marketing Lead: Susana Gomes
Web Developer(s): David Jarvis, Craig Anderson
Project/Retail Coordinator:Julianne Lee 
Email Coordinator: Julia Tao
Support Coordinator: Alan Kot
Systems Coordinator: Bryan Noble 
PR Coordinator: Brandi Rees 

Agency: Cossette
Global Chief Creative Officer(s): Peter Ignazi, Carlos Moreno
Group Creative Director/Head of Design: Luis Coderque
Executive Creative Director(s): Jaimes Zentil, Craig McIntosh
Creative Director: Jacob Greer
Associate Creative Director/Art Director: Natasha Michalowska
Copywriter: Matt Hubbard
Designer: Yoojung Lee, Ben Ruby
Agency Producer: Adam Park
Strategist: Chelito Rubio
Producer: Adam Park 
Program Manager: Nicola Newrick
Account Supervisor: Amna Akram
Account Coordinator: Linh Vuong
Group Business Director: Aniesha Farrington
VP, Business Lead: Anabella Mandel
SVP, Client Services: Janis Lindenbergs
Media Agency: Cossette Media
Production Company – Frank Content
Director: Jordan Dashner
Audio: Pirate
Transfer: Alter Ego
VFX - Trevor Corrigan

About Public Mobile 

Public Mobile is a prepaid wireless service provider with a distribution and customer service channel that is primarily web-based. The company launched in 2010 and was acquired by TELUS in 2013, giving customers’ access to Canada’s largest mobile network coast-to-coast, for the lowest possible price. Public Mobile is the wireless company with the customer in mind.   From offering the most affordable plans in Canada, to delivering rewards that save customers even more, to an online community run by passionate customers, it’s all done with customers in mind.

About Cossette

Cossette is a community of more than 700 creative humans, bringing together experts from all disciplines to offer integrated brand experiences unlike any other. 

Over the past 50 years, Cossette has expanded from coast to coast and has become the top agency in Canada. With offices in Halifax, Quebec City, Montreal, Toronto, Winnipeg and Vancouver, teams act locally but have a global impact. Thanks to its work for powerful, high-potential brands, Cossette was named Canada’s Agency of the Year in 2016, 2017 and 2018. To learn more, visit


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