Project Type { Brand Campaign
T-Moble challenged OFB to invent a a stronger identity campaign for their new Xpressmusic phones. During our research we found that the sound quality of these phones was far superior to the competition. The unique selling position should be that these phones are really very high quality music players with a phone.
We invented a character we internally call the Little Tsunami. Actually inspired by an OFB'er who fits the target audience perfectly. Hand illustrated, the Xpressmusic girl is independent, youthful, fierce, and not afraid. Her presence is felt wherever she goes. "Unleash the Colossal Sound" she exclaims. Her giant headphones emphasize he sound experience.
We also made suggestions for in-store displays that allow customers to try these phones with large headphone much like old Tower Records displays.
New Brand Tagline: Unleash the Colossal Sound
Design Birth Place: The design for the Little Tsunami was forged overnight the new OFB Man Street Office, West Studio, no chair, some random pair of sneakers, lots of sketch paper, pizza, and music.