Brand strategy - Brand identity - Tone of voice - Design - Guidelines - Production

EE Rebrand 2023

100% EE

but not as you know it

With bold ambitions to take EE beyond mobile, the group set a new vision: to position the brand as an essential part of everyday life for customers across the UK from broadband to electronics and beyond. Our task was to bring this strategy to life through a full-scale reimagining of the brand: refreshed, re-energised, and ready for a broader, more meaningful role in people’s lives.

We took a 360° approach, rethinking every element of the brand experience from its visual and verbal identity to sensory details like scent. At the heart of the new system are the iconic "smart dots" a core brand asset from the original identity. We evolved them into a powerful design language, using them to construct everything from the logo to a custom typeface. We also created a new symbol for EE from the logo a bold and iconic shape which could be used in a number of ways to drive impact and relevancy.

The results have been extraordinary. The new EE brand launched to mass visibility, reaching every person in the UK at least twice. It catapulted EE to the top of the broadband market, outperforming category leaders cementing it solidly in the top 3 brand in its catagory. The rebrand has also earned critical acclaim, winning Gold at both the Brand Impact Awards and Transform Awards.