5G UK Launch Campaign
SKILLS:
Branding, Print, Digital, Motion
CLIENT:
EE
AGENCY:
Saatchi & Saatchi London
YEAR:
2019
Visual identity design system and campaign for the launch of 5G on the EE network.
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 was to show that EE is the best network for 5G and to inform how 5G can benefit the user.
As lead designer on the project I worked closely with the Creative Director to develop the campaign. Our approach was to take EE's recognisable branding and to evolve it, just like 5G is an evolution in mobile networks. We wanted to keep the idea simple, creating a clean impactful design that grabs attention and conveys the core messaging, with a design system that is adaptable to work across various formats in over 250 executions nationwide.
So much,
its hard to contain!
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.