We identified an opportunity to develop a simple proposition that Economy Mobile could truly own – an opportunity to be a ‘friend of the people’. Historically pay-as-you-go customers had been unfairly charged more for their mobile use, however Economy Mobile wanted to present their customers with a win-win choice. Literally reward their customers’ loyalty by giving them more through credits, but charge them less. The underpinning communication was born ‘Giving you more for less’ and the brand identity followed. A bold, energetic brand mark, a vivid colour palette and a suite of natural, candid images that perfectly capture the new spirit of Economy Mobile when applied to the new website and customer communications.