Pulse brand strategy

Pulse.jpeg

Brand development and tone-of-voice for a new healthtech service

The Work

Landscape analysis, Audience research, Video research, Asset gathering, Graphic design, Motion graphics animation, Video editing, Sound editing, Brand TOV review, Copywriting

The Project

Link Virgin Mobile to the iPhone and its enthusiasts. The iPhone was initially available on just a few networks, while enthusiasts didn’t considered Virgin Mobile — historically a ‘value’ network — for premium handsets. This needed to change for the iPhone X launch.

The Approach

Show Virgin’s enthusiasm for new iPhone announcements. Insight showed iPhone fans watched recaps of Apple announcements and nostalgic content about how tech has changed. The new iPhone was expected to be a major upgrade for the product’s 10th anniversary.

The Result

The past and future of the smartphone, showcased. I edited a supercut — including annotated captions — of 10 years of Apple announcements, besides a morphing iPhone I animated to show the evolution of each model. It was shared on Virgin Mobile’s social channels.