iD Mobile was a brand under the Dixons Carphone umbrella that needed a brand refresh. I was solely responsible for leading this ongoing branding project, which aimed to establish an updated and refreshing identity. The challenge was to maintain some of the existing brand equity while also curating and designing new guidelines and principles for the brand to use moving forward.

I decided to use Curry's rebrand as a starting point, since it is their owned network, while creating unique graphical elements to distinguish the iD Mobile brand. We retained similar traits, such as the brand's personality and tone of voice—being witty, bold, honest, and clever. The art direction featured customers and props, with a twist that included using the brand's secondary color palette throughout wardrobe choices during photoshoots.

Among iD Mobile's unique assets is the thumbprint texture, which connects back to the concept of 'iD' as identification. We also broke down the usage of the iD logo, emphasizing circles and rounded pill shapes. Overall, we aimed to enhance the creativity in the brand's propositions and communications, making it more welcoming and relatable to its audience.