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.