EE by Wolff Olins

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CLIENT

Estab­lished in 2010 as the par­ent com­pa­ny for Orange and T‑Mobile, Every­thing Every­where is the UK’s largest com­mu­ni­ca­tions com­pa­ny, pro­vid­ing mobile and fixed-broad­band com­mu­ni­ca­tions ser­vices to more than 27 mil­lion customers.

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BRIEF

In 2012 the UK mobile indus­try was fac­ing some big chal­lenges. The mar­ket was dis­rupt­ed and com­modi­tised, peo­ple were spend­ing less, and worst of all, they’d stopped car­ing about their net­work. Every­thing Every­where came to Wolff Olins ask­ing what an all-new, game-chang­ing brand could do. Togeth­er, we cre­at­ed EE. A brand to show every­one in the UK how the mag­ic of tech­nol­o­gy can make the every­day bet­ter. If you ever thought you could­n’t do this or could­n’t do that, with EE, “Now You Can”.

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APPROACH

EE, the new net­work for your dig­i­tal life, is brought to life through the “Smart Lay­er”. The Smart Lay­er is made up of a grid of particles—the tan­gi­ble expres­sion of the net­work. They are the basis for the core ele­ments of the visu­al expres­sion: the logo, the type­face Nob­blee, and iconog­ra­phy. They are smart because they react and respond to the user in use­ful ways.

We set out to create a new, innovative brand with digital at its heart, and Wolff Olins was the perfect partner. Their ambition and optimism for what this new brand could be certainly matched our own. In an incredibly short timeframe we worked together to create EE, a brand that truly delivers on the idea “Now You Can” and brings the magic of technology into the lives of people across the UK. Wolff Olins delivered on the brief and, more than that, we had a great time working together. — Ben Spencer, Head of Brand Management of EE