Dramatic new identity brings to life £250m transformation.
UK-based Lyca Mobile, the world’s largest mobile virtual network operator (MVNO), has launched the first brand refresh in its fifteen-year history. The updated brand positioning is a core part of Lyca Mobile’s strategy to reposition itself and offer its great value services to a wider audience.
The power of connection
Designed by Clear M&C Saatchi, the new look brings to life Lyca Mobile’s belief in the power and importance of connection. Founded on the recognition that people need low-cost ways to stay in touch with friends, family, and loved ones – wherever they are in the world – Lyca Mobile’s heritage is rooted in providing services that keep customers connected to the people they care about the most. This sentiment is recognised in the two hearts central to the rebrand design, which represent the deep sense of connection between loved ones and with the things we love in our lives.
The new branding and design treatment will feature across all of Lyca Mobile and the Lyca Group’s touchpoints, from High Street retail branding to online channels. To support the launch, Lyca Mobile is investing over £25m in marketing activity to further energise its business across global markets
Investing a quarter of a billion pounds in meaningful change
The rebrand is part of a £250m investment by Lyca Mobile over the next three years to reposition the operator for a wider audience. The investment will transform Lyca Mobile beyond its heritage as a low-cost international calling network into a digital service provider delivering diverse, multimedia experiences that put changing consumer expectations first. By developing a new set of differentiated products, content and services, Lyca Mobile aims to appeal to a wider cross-section of mobile subscribers as it targets major growth in the UK and international mobile markets.
The new brand design will be rolled out across international markets, including the US, Australia, Germany, France, Belgium and the Netherlands.
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