SFR
CREATING THE IDENTITY FOR A NEW GENERATION TELECOMMUNICATION COMPANY
Through its merger with Neuf Cegetel, SFR has become the second largest telecommunications provider in France and the leading alternative operator in Europe. We repositioned this new global provider by redefining it as a creative, innovative and reliable brand.
WHAT WE DID
Corporate Identity Packaging Brand Guidelines
CHALLENGE
To establish SFR as the new generation telecom operator with comprehensive offerings: cell phone, land line, internet, television. To express the values of the new SFR: audacity, simplicity, commitment. To assert the brand’s leadership in terms of cell phone and internet innovation. To establish a relationship of trust with customers by simplifying offers and communications. To develop a “client-centric” stance: SFR places the client and client satisfaction at the center of its concerns.
SOLUTION
We partnered with the brand throughout its repositioning: - Upgrading the logo to increase its sensory appeal and attractiveness. - The development of a more ambitious and consistent graphic style. - Establishing complete brand guidelines across various touch-points, including publications, corporate communications, events and direct marketing; and eventually defining these in both a general graphic chart. Specific guidelines were created for B2B communication under the brand “SFR Business Team.” From the logo to the graphic style—and even across the Neufbox packaging—the brand’s communication and positioning have been completely renewed.
