Emily Tse
Creating a new telecom operating system for the next generation of malaysians.
Brand Identity,Art direction
Role
Designer (Part of the Celcomdigi design team)
Year
2024
Challenge
Following a successful merger of two telecom giants, CelcomDigi sought a new brand proposition to unify its post-merger identity. The brand needed to rebuild trust,
set a high standard for customer excellence, and bring a diverse Malaysian populace together under one united family.
Solution
The OS of Malaysia The solution positioned CelcomDigi as "A Living OS of Malaysia"—an ecosystem inspired by the very culture that empowered Malaysians to connect, grow, and thrive.
This was anchored by a brand promise centered on a "Trusted Framework" with three key pillars: enabling trust, offering emotionally empowering products, and fostering community around shared cultural moments. To bring a human touch to the technology, motion design, custom sonic elements, and an open-source community platform—complete with "Community Days" and a dedicated feedback app—ensured the brand remained deeply customer-centric.
Impact
CelcomDigi set out to empower every Malaysian to achieve their ambitions—whether expanding global access for entrepreneurs, expanding education, or bridging family distances. The new brand proposition actively broke down barriers to build a connected future, solidifying CelcomDigi as the nation’s most trusted telecom provider—defined by human warmth, charm, and an approachable spirit.