Telecom Italia, one of the world’s largest telcos, claims the European top spot in terms of investments in innovation. But how can this be brought to life, at the speed of life? How does a big business translate into a great brand?
We sought to realign and reconnect the Group’s brand architecture to its converging business strategy—and, most importantly, to the way people and businesses see communication services today: as seamless, ubiquitous enablers. We helped tear down the wall between the long-standing Telecom Italia landline brand and the TIM mobile brand, transforming the latter into the gateway between the business, its employees, its audiences, and its partners. Rather than crafting a new identity for TIM, we crafted an identity for the new TIM.
Our work spanned and intertwined analytics, advanced statistics, strategy, internal engagement, portfolio management, brand valuation, and design, to complete the largest rebranding process in Italian history. The result has shifted TIM’s focus from selling communications to keeping its customers connected to life—Always. Everywhere. Better.