Sprint’s no-contract carrier venture, Boost Mobile, has launched a new brand identity, hoping to unite its product lines and create “consistency” in its message.
Boost Mobile said it worked closely with creative and brand-engineering agency ATTIK to create more “sophisticated and synergetic visual elements” that the company hopes will appeal to its targeted youth audience as well as attract more high-end consumers. The redesign includes retooled 2D and 3D logos, updated photographic styles, a new typographic library, new color schemes, new end tag, print and environmental applications.
“Our brand needed to reflect that while our roots in youth culture are as vital as ever, we are also appealing to a broader audience and are fully embracing our core values as a lifestyle company,” said Carlene Robinson, director of brand marketing and entertainment of Boost Mobile, in a statement. “By uniting our product offerings under one cohesive brand identity, we are able to leverage the overall strength of the Boost Mobile brand to build more meaningful connections with our subscribers and more effectively convey what makes our products and our company so very unique.”
As part of its new branding, the carrier will roll its two offerings, prepay-as-you-go PayGo service and its Unlimited by Boost services into one cohesive banner, with a more unified “visual identity” that it hopes will “elevate” the brand’s positioning.
Since launching its services five years ago, Boost says its PayGo service has acquired more than 4 million customers. Boost launched its unlimited services last March and says that it doubled its base from 224,000 to 500,000 customers during the fourth quarter.
Boost Mobile also announced that it has launched Unlimited by Boost in Hawaii. The new service is available at Sprint and RadioShack stores in Hawaii, as well as through independent wireless dealers.