Parts of the Process — Moving Brands’ design director Callum York on rebranding the world’s seventh largest telecommunications company

Posted 25 April 2017 Interview by Indi Davies

As their name might suggest, Moving Brands are well-versed in the world of shifting identities, having worked on branding projects for HP, Virgin and the BBC. In July of 2016, they were approached by the world’s seventh largest telecommunications company, VimpelCom, as they repositioned themselves as a vibrant global tech business. Moving Brands were asked to ready the company for product launch in Italy with less than three months to go, at a stage where fundamentals such as the name were not yet fixed. The results included the creation of an identity across brand and product, UI system and app onboarding, toolkits for stationery and on-screen graphics, concepted launch communications, plus a comprehensive “online brand centre”. We spoke to Moving Brands’ design director Callum York about his role in this monumental process.

To read this article and more, log in to Lecture in Progress or create an account

Sign Up
scroll to top arrow-up
share

Sign up now for full access

For a wealth of behind-the-scenes advice and insight into the creative industries and exclusive benefits, become a Lecture in Progress member.

Student

Free

Lecture in Progress is currently available to current full-time and part-time students free of charge.


  • Unlimited access to editorial content and archive
  • An ever-expanding directory of essential resources
  • Student offers and promotions
  • Two weekly newsletters

Professional

£35/per year

Professional membership is currently £35 per year, sign up for a 14 day free trial below and get 25% off your first year with the discount code LAUNCH25


  • Unlimited access to editorial content and archive
  • An ever-expanding directory of essential resources
  • Professional offers and promotions
  • Two weekly newsletters
  • The biannual Lecture in Progress newspaper, delivered to your door
  • Insight reports into creative education and industry

Lecture in Progress is made possible with the support of the following brand patrons