Air­time

Recharg­ing Airtime’s relevance

  • Brand Strategy
  • Proposition
  • Naming
  • Visual identity
  • Verbal identity
  • Brand guidelines
  • Brand launch

Air­time had big ambi­tions, but a brand defined by func­tion. Known main­ly as a mon­ey-off-your-mobile app, it got lost in a crowd of high-effort, low-reward loy­al­ty schemes. The result? Inno­va­tion slowed. Growth plateaued. And the busi­ness had qui­et­ly out­paced the brand that once pro­pelled it.

We unlocked Airtime’s poten­tial by repo­si­tion­ing it from a mobile rewards app to a lifestyle brand for the mobile generation. 

Drop­ping ​‘Rewards’ from the name marked a shift for the brand, from cash­back to con­nec­tion, from pay­back to emo­tion­al pay-off.

By ampli­fy­ing what made it dis­tinc­tive (mobile cred­it as reward) and stretch­ing it into a big­ger, uni­fied idea, we cre­at­ed a joy­ful, human brand that boost­ed engage­ment, deep­ened loy­al­ty, and set the stage for future growth.

THE TRANS­FOR­MA­TIVE POW­ER OF AIRTIME

The brand idea was built around turn­ing every­day moments into some­thing more, sim­ple expe­ri­ences made reward­ing, mem­o­rable, and worth com­ing back again and again.

TURN­ING BUYS INTO HIGHS

To boost par­tic­u­lar moments, we cre­at­ed the bespoke font ​‘Uplift­ing Sans’ that has spe­cial char­ac­ters to inject moments of vis­i­ble joy into the tone of voice.

FROM REWARDS, TO REWARDING

We bor­rowed the lan­guage of mobile, Airtime’s key dif­fer­en­tia­tor, and brought emo­ji-lev­el emo­tion to moments of reward. The result was a more human, own­able brand expe­ri­ence root­ed in connectivity.

“The new brand breathes life into the dig­i­tal rewards space and estab­lish­es us as the mar­ket leaders.”

Josh Graham, Co-founder & CMO, Airtime

CON­NECT­ING WITH THE MOBILE GENERATION

An empow­er­ing pho­tog­ra­phy style that cel­e­brates the mobile gen­er­a­tion makes Air­time feel aspi­ra­tional, not like a fru­gal hack.

BOOST­ING BUY­ING POWER

Cel­e­brat­ing the effort­less every­day moments was brought to life by cel­e­brat­ing the small rewards in our sec­ondary pho­tog­ra­phy style, mak­ing them feel heroic.

WELCOME TO THE UPSIDE

We created a design system that inherently felt uplifting and enhanced everyday moments.

“We want­ed a design sys­tem that inher­ent­ly felt joy­ful, turn­ing the ordi­nary into extraordinary.”

Grant Willis, Creative Director & Founder, ODA

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