Brand Book-Box.jpg

The Phone Book


Xfinity Mobile: The Phone Book

Problem: Xfinity Mobile was launching a phone network that combined 4G and WiFi to save people money. The problem was, they were entering a competitive category that spends $2bn on advertising each year.

Insight: The way we use cellular networks has changed. Our phones, once used exclusively for phone calls, have now become our digital lifelines. We set out to position the brand not as just another phone carrier, but as a new kind of network designed for our modern mobile behaviors.  

Execution: To define the mission and philosophy for our new kind of network, we needed a new kind of brand book. So we explained the brand narrative, and its unique product benefits, through the context of popular mobile apps. The Phone Book looks and feels identical to a smartphone; from FaceTiming to Tinder, each page captures the spirit of how Xfinity Mobile connects us with the world. The result is an elegant visual explanation of our product and value proposition.

In the first year…

380,000 new customers

Top five mobile carriers


For the exterior, we leveraged the tactile experience, the joy, of unboxing a new phone. The excitement of that moment became the inspiration for the whole piece. The packaging uses the same premium material that encases high-end smartphones, and the book itself appears to be a sleek new phone.


When the reader pushes a button on the back of the ‘phone’ it splits into a deck of cards. The ‘screen’ of the phone, which later reveals itself to be the first page of the book, is crafted from hardened reflective plastic.


Fun fact: each book costs more to produce than an actual smartphone. Apparently beveling glass is where the real money’s at.


Each app was chosen for its relevance to a particular product benefit of Xfinity Mobile. For example, we designed a Netflix movie poster to explain why we built 18 million WiFI hotspots for heavy data usage on the go.