Public Mobile launches new visual identity and people first campaign

9/10/2019

Work

by Cossette

As it works to differentiate itself in the ultra-competitive wireless telco market, Public Mobile has launched a new brand identity with customers and an emphasis on human connection at its core. 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. We’re excited to launch a simplified, mature and visually strong identity backed by a campaign that showcases our love for our customers.

Susana Gomes, Senior Marketing Manager, Public Mobile

When Public worked with Cossette to drill down on 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 commitment was to go beyond simply launching a new campaign and instead rebrand Public Mobile.

This rebrand represents the individuality and the diversity of Public’s customers and every element ties into its people first strategy. 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.

Luis Coderque, Group Creative Director and Head of Design at Cossette

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.

Credits

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 Copywriters: Matt Hubbard, Zoé Forest-Paradis Designers: Yoojung Lee, Ben Ruby Agency Producer: Adam Park Strategist: Chelito Rubio Producer: Adam Park Program Manager: Nicola Newrick, Marie-Michèle Coulombe Account Supervisors: Amna Akram, Marie-Clara Rousseau 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 Illustrator - Ben Wiseman / Illustration Division