Branding
Reflecting Ambition

M-tel is Bulgaria’s largest mobile telecom company and enjoys recognition and admiration like few other brands in Bulgaria. As the business expanded into TV, LTE and broadband services, Mobiltel’s leadership team wanted to strengthen its position as the leading communications company in the market. They needed a new brand to reflect their ambition.

Mtel 3D Logo Rendering

Bringing The Brand Experience To Life

Harkess-Ord worked with M-tel’s internal teams and their branding agency, Saffron, to bring the brand experience to life in three dimensions. This was done through two distinct workstreams. First, we were responsible for developing the concept for the retail network rebrand including engineering specifications for signage and materials. Second, Harkess-Ord assisted with extending the brand beyond the store network to public spaces, head offices, shopping centers and airports, where it could be touched and experienced.

Harkess-Ord introduced M-tel to a wide range of emerging technologies that helped to lift the brand beyond static signage.  The most prominent was the introduction of digital materials and animated fascias.  This became part of the brand DNA and Harkess-Ord then extended this language into all other areas of the branding, from LED Cube sculptures that could be placed temporarily in shopping centres and airports, to public light sculptures that were positioned in parks and pedestrian overpasses.

Benefits Included

  • External and internal retail brand systems technically resolved, prototyped and roll-out by Bulgarian supply chain.
  • Technologies that lift the brand beyond signage where it can be touched and experienced.