EE 5G UK Launch – Ant Barwick

5G UK Launch Campaign

5G is the latest evolution of mobile networking technology, faster, non-latency and higher capacity. The problem is that all the networks will have 5G and not many people know what you will get with it.

The Brief: Show that EE is the best network for 5G and its benefits.

I was the lead designer on the project and worked closely with the Creative Director to develop the campaign. Our approach was to take EE's recognisable branding and to evolve it, as 5G is the latest evolution. We wanted to keep the idea simple, to show that EE was the place for 5G and inform people of the benefits, making a bold step in suggesting EE changed their logo.

SKILLS:

Branding, Print, Digital, Motion

CLIENT:

DATE:

2019

Exploration

We wanted add a more organic feel to give some energy and movement like the Aurora Borealis. Using EE's brand colours we began experimenting with different looks, pushing it to the point of even considering a change to a much darker background. We then looked at the 5G logo, how can we have something that was clearly part of EE but would work alongside the EE logo. This just didnt have the impact we were looking for, then a thought then came to us.

Branding

Why dont we change the EE logo to 5G. This would show EE's commitment and is a compliment to EE's brand recognistion that even when changing the logo people would still know its EE. The client was on board with such a bold move and approved the more flowing organic feel background while still mainitaining a strong aqua colour.

Final Design

The final design was a clean look with few elements, I worked with the brand's typography and played with font weights, colours and alignment to make the headlines more of a graphic element than text. The client wanted to push that 5G is the next big thing and wanted to scale the 5G logo so it became more of a key visual.

Spreading the word

A national campaign with over 250 locations across the country. From press, standard OOH, train stations, bus wraps, to takeovers in shopping malls, Wembley stadium, the IMAX at London Waterloo and the famous London Piccadilly Circus. Providing a challenge to make the design work in some unqiue formats.

Motion

For motion we wanted to get across the benefits of 5G. Since EE is all about particles, we thought that if the 5G logo was made up of particles, and these could show the benefits like speed and capacity by having the logo explode in a shower of particles that filled the screen. That there is so much in 5G, its hard to contain. We worked with The Mill to develop the 3D animation, and even adding in a liquid ripple to the background to ephasis the impact of 5G landing.