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.

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