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Creating the identity (brand name, strap-line, visual identity) of a start-up offering an advertising-funded, SIM only, pre-pay package.

It is a ground-breaking mobile phone service in the UK. The advantage to the customer is that every month they receive a generous amount of free usage, with no contract and no commitment.


Ovivo was chosen as it captures the essence of openness, simplicity and freedom.  The ‘O’s help to remind the customer of the ‘zero commitment’ and ‘zero fuss’.The slogan “Experience Freedom” underlines the mission of the service: “to change the mobile phone industry and set your mobile free”.

The strapline created is Experience Freedom.

Ovivo Ovivo