Contributed by Rodney Boot of Oslo-based Brandlab.
From Lebara to MyCall
Lebara was established in 2001 by Ratheesan Yoganathan, Leon Rasiah and Baskaran Kandiah, with the idea to build a telecommunications company that would make it easier for Norway’s multicultural society to keep in touch with their family and friends “back home.” The main focus was to provide easily accessible and cheap international phone calls from Norway.
New brand identity – same focus
Several reasons indicated that it was time to change their name, as they wanted to strengthen the company’s position in the market. After an extensive naming process Lebara Norway decided to change their name to MyCall. The new name was easier to remember, more descriptive, and more personal for the customers.
One important requirement from MyCall was to keep their existing values — diversity, enthusiasm, connectivity and closeness. Brandlab kept these values in mind throughout the process, which proved to be rather useful in getting to the right design conclusions along the way. Another vital requirement was to maintain Lebara’s visible blue colour. This was especially important during the transitioning period where it was most likely that existing customers would leave the network.
The MyCall logo was strongly influenced by the simple phone and app button that people instantly recognise and associate with. This direction strengthened MyCall’s position and the recognition as being a telecommunications company, which it didn’t have under the Lebara name.
Early on in the process, Brandlab noticed that people generally feel that our world has become more connected and accessible. As a result, the payoff “It’s a small world” was born, which influenced all the elements of the brand. Apart from being a suitable expression it also communicates that people across the world aren’t further away than an easily connectible phone call.
All aspects of the new brand identity – from the colour palette to the fonts – were designed to portray a friendly, happy and personal look and feel. An extensive icon collection was created, which can either be used alone or arranged into various shapes like the world map; signature buildings; speech bubbles and so on.
The photo style portrays the cultural diversity of MyCall’s customers, communicating to a wide range of people with connections both in or outside of Norway.
Brandlab also created the launch campaign “I like it!” which literally took over most of Oslo and other major cities in Norway. The concept for the campaign was straightforward – asking people what they thought about the new name and logo. The aim was to get everyone’s attention, and generate a positive response to the change. A diverse group of models with different nationalities were selected for the photo shoot, amongst them Norway’s fastest female runner Ezinne Okparaebo. Trams, busses, billboards, posters and web banners were used to spread the message.