Keep a Top-Secret Rebranding Project Under Wraps?
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quicker than a hop, skip and jump
Paulus Nabbe
Creative Director at Think Yellow
As telecom giants T-Mobile and Tele2 secretly joined forces under the new name Odido, customers were greeted by an unfamiliar provider gracing their mobile screens after the bombshell launch. Simultaneously, employees arriving at work found storefronts that had completely transformed overnight, unveiling the brand-new name and appearance.
A team of 100+ creatives from 9 different agencies joined forces to make the top-secret brand overhaul a huge success. How did such a large team of different agencies manage to navigate a complex project like this, keeping it under wraps until the official launch?
Paulus Nabbe, Creative Director of branding and marketing agency Think Yellow, looks back on the project with fondness, peeling back the curtain on the exciting experience and challenges involved.
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