Xfinity Mobile: The Phone Book
When Xfinity Mobile launched a phone network, they entered an incredibly competitive category that spends $2bn each year on advertising. So we needed a unique way to position the brand's benefits.
We realized that our phones, once used exclusively for calls, have now become our digital lifelines. As a result, the way we use phone networks has changed. So we set out to position the brand not as just another phone carrier, but as a new kind of network designed for modern mobile behaviors.
To define the mission behind our new kind of network, we created a new kind of brand book. One that explained the brand narrative, and its unique product benefits, through popular mobile apps.