CATEGORY

Logo and Identity Animations

LEVEL

Professional

RANK


DESIGN CREDITS

EE client development team

Steven Day
Spencer McHugh
Ben Spencer

Motion language

Wolff Olins
Thomas Eberwein

Development and refinement

Wolff Olins
Zeitguised
Man versus Machine

Typeface

Miles Newlyn
Wolff Olins

Brand film

Wolff Olins
Thomas Bryant
Archers' Mark
Time Based Arts

EE Live event

WRG
Wolff Olins

Retail partners

The One Off

ATL partners

Saatchi & Saatchi

BTL partners

Publicis Chemistry


TAGS

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LINKS

Wolff Olins
EE


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.


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”.


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

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