A Mobile Obsession

Smartphone Sentiment

Smartphones have become an integral part of our lives. When they get lost or broken, we panic. That complex relationship is the heart Dynamica Mobile's refreshed branding.

Dynamica, a division of the Israeli cellular network, “Cellcom,” specializes in servicing mobile devices and had about 60 branches that serve thousands of customers. But Dynamica’s brand language lagged behind.

Stand Alone

Formulating a new brand strategy involved analyzing the relationship between Cellcom and Dynamica, reviewing the competitive landscape, as well as mapping trends and forecasts in the industry. The big takeaway that emerged was the Dynamica Mobile network should stand on its own.

The Color of Passion

In the branding process, we decided to focus on the emotions we feel toward our phone: there is love, passion, anxiety, and, above all, obsession. We formulated a verbal language composed of short messages and words that repeat themselves like a mantra.

The visual language is influenced by the content and reflects a broad range of emotions: yellow expresses joy; red—love; blue—sadness; and green—jealousy. For each color, we created a special emoji that conveys feelings and sentiment.

Using graphic elements inspired by the world of electronics, we crafted a rich and versatile language of emotion, sound, and form.