Telefonica
Broadening your views

Branding + identity

Our client was faced with important strategic challenges that led to a variety of changes in its brand identity, brand architecture, and brand design. Our brand design proposal was for a new subsidiary within the Telefónica group. The brand would include all the Telefónica products and services except Movistar, but would be complementary designs.

The brand driver that guided this project was “Broadening Your Views”. My proposal was built around the concept of a “World of Possibilities” a universe that is carefree, joyful, vibrant, and full of fun.

At the heart of the visual identity was the marble, as a symbol of this new, dynamic world. It represented playfulness, diversity, and movement, while also offering strong visual continuity. The marble was rendered in Telefónica’s corporate colours creating a balance between brand recognition and creative expression.

The “Marble” brand template became a flexible, forward-looking system that could adapt to the evolving nature of the business while staying true to the core concept.

The brand was repurposed for another client, maintaining the same overall concept of new world full of possibilities.