Indygen by Brandient

---

CLIENT

The local GSM oper­a­tion of the glob­al tele­com play­er in Romania.

---

BRIEF

The Client com­mis­sioned the cre­ation of a new brand for the local mar­ket in its quest to build and secure the rela­tion­ship with young con­sumers amid major tech­no­log­i­cal dis­rup­tion fac­ing the tele­com indus­try. The prod­uct behind the brand is more than a new tele­com offer, it is a dig­i­tal plat­form capa­ble to sus­tain an ecosys­tem which will equip the younger gen­er­a­tion with diverse self-devel­op­ment and entre­pre­neur­ial solutions.

---

APPROACH

The brand was devised like an ide­o­log­i­cal cul­tur­al move­ment aim­ing to meet the local youth’s needs and expectations—hence the name Indy­gen: both local and indie. A brand shaped like a youth move­ment need­ed a visu­al expres­sion able to con­vey the rebel­lious ener­gy of young­sters’ hearts. Inte­gral part of the type­face-based visu­al plat­form, the logo was designed to sus­tain the unrest spir­it of the brand, includ­ing the trade­mark Change sym­bol as a glyph. The Indy­gen SIM card plays fur­ther on the uncon­ven­tion­al, and it comes pack­aged in a brand-prop­er­ty col­lec­table series of urban-war­rior-shaped design­er toys.

What Brandient created is a robust and ideological brand that represents our focus on the young generation. It delivered our goal of creating a unified ecosystem, capitalizing at the same time, on the disruption needs of the telecom industry. Based on insights from the Millennial generation, what started as an innovation hub soon became a manifesto of self development and self actualization for Romania’s youth. — Tudor Ghiurca, Youth Director at Indygen