Air­time

Reimag­in­ing rewards for the mobile generation

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

We unleashed Airtime’s poten­tial, trans­form­ing it from a sin­gle func­tion­al prod­uct into an emo­tive brand plat­form for growth. Our new propo­si­tion ele­vat­ed Air­time beyond a tool for pay­ing mobile phone bills to an indis­pens­able lifestyle companion.

Air­time Rewards was at risk of get­ting lost in the sea of rewards pro­grams, tar­nished with the same high-effort-low-reward brush. 

We dropped ​‘Rewards’ from the name and focused instead on cre­at­ing a brand expe­ri­ence that made every­day moments more reward­ing. We uni­fied the brand across the con­sumer, busi­ness and inter­nal propo­si­tions, cre­at­ed a dis­tinc­tive and play­ful iden­ti­ty that drove engage­ment in the app and posi­tioned Air­time as the indis­pen­si­ble rewards brand for the mobile generation. 

THE TRANS­FOR­MA­TIVE POW­ER OF AIRTIME

The brand idea was born from the idea of trans­form­ing ordi­nary moments into extra­or­di­nary and reward­ing experiences.

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 brought the emo­tion of emo­jis to the moments of reward, putting the emo­tion­al expe­ri­ence into focus through own­able brand expressions.

“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 style of pho­tog­ra­phy focussed on reward­ing the mobile gen­er­a­tion, mak­ing Air­time for every­one, not just the penny-pinchers.

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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