Responses by Luis Coderque, group creative director/head of design, Cossette
Background: Public Mobile is a prepaid wireless service provider focused on a primarily web-based distribution and customer service channel. Public Mobile was early to market in Canada’s low-cost mobile space, but with more competition, it was time to look at ways to increase market awareness. Public is a brand that really puts customers first, and our goal was to align the branding with this strategy. Our target audience is broad in terms of age, ethnicity and where they live, but what unites them the desire to spend money wisely and stay connected. As the “We’re for you” tagline suggests, Public is for everyone.
Reasoning: We completed a design audit of every element of Public’s brand and we analyzed the competition. One of our big design inspirations was looking at public spaces—the public park in particular. It’s where individuals and groups come together to socialize, celebrate and connect, and we felt this was rich creative territory to get inspiration from—especially when it came to selecting the color palette and even the typefaces. If you look closely, the design echo the lines and patterns you would see in public space elements like park benches, sidewalks, pathways and signage.
Challenges: It’s always challenging to connect with customers; in this case, we were looking to connect with a broad audience. The challenge was to be inclusive with the design and reinforce that no matter who you are, Public is for you.
Favorite details: I love how the diversity of our customers is reflected right there in the logo. We created six versions and while they may look alike at a distance, when you get closer, you can see the individuality and what makes them distinct. It brings flexibility and personality to the design system.
Specific demands: We had strong and unwavering client support all the way through. They were so collaborative and open to being a part of things that it really allowed us to translate the culture they live and breathe every day into a visual language.
Anything new: I previously worked in design houses where we would create the design system and the advertising agencies would execute the campaigns. Working at Cossette is the first time I’ve worked on a rebrand and a campaign in parallel. It’s been amazing to see the design system come to life, from digital to out of home to radio, and see the strategy woven through all of these executions.