Creating a world
inspired by you.
Brand identity overhaul & art direction
Role
Designer
(Part of the CelcomDigi core design team)
Year
2023
Celcom and Digi both retains a significant brand loyalty to the people of Malaysia with their unique brand TOV and personality. How can we preserve the much-loved personality and equity of both brands to show continuity, while also creating some excitement, setting a bold future vision and demonstrating new value to the market.
Creating a world inspired by you.
We collaborated closely with the team at CelcomDigi to create a dynamic and optimistic brand spirit and identity that feels familiar, yet forward-thinking at the same time. CelcomDigi now share one goal – to reimagine every day for Malaysians by bringing together the best of both companies. Through the use of existing brand colours (blue and yellow) in the logo mark, we inject a sense of dynamism, transformation and inspiration. The brand launched with a key visual of a world made up of particles symbolising every customer, employee and partner in the CelcomDigi network, coming together to create – underlined by the tagline ‘Creating a world inspired by you’.
The outcome is an identity that demonstrates the evolution the two brands have been through infusing new life and energy into the solutions they provide to Malaysians. We also created a custom generative tool to help the client team to create distinctive brand assets that symbolise the brand’s belief in infinite and ever-evolving possibilities With the particles moving together, the movement represents a bright future for Malaysia, where
no one is left behind as the nation advances.