In 2013, two of Portugal’s biggest telecommunications companies merged:
ZON (TV and phone) and Optimus (Mobile). The new company needed a brand to help them move beyond the conventional ‘quad play’ offer of TV, mobile, internet and landline. The new brand also needed to work hard in a world of ubiquitous, digital content and communications. It needed to stand out in Portugal’s mature telco market.
We had very little time to develop a brand strategy, generate a new name and create a visual expression; so we had to do things differently: We engaged all parts of the business: building a focused senior team whilst inviting everyone into the naming process. We worked closely with local teams; understanding culture and context, and sharing frequently.
We focused on making things first and guidelines later. At the heart of the new brand is the idea ‘Há mais em nós’; there is more to us. NOS helps people connect to their groups and do things they can’t do alone. The new name signals this idea; NOS means ‘we’ in Portuguese. The visual identity is a wheel formed of individual spokes, which expresses the concept of unifying people; we are stronger together.
The launch of the brand saw record high awareness results at launch surpassing established competitors. NOS celebrates what you can do as a group, the power of your connections and enables consumers to do things they couldn't do before. Employees were able to really embrace the new brand through materials that were aligned to their own ambitions, adding to the way the brand is able to live more vibrantly in the market.