A full scale refresh of the nation's fourth largest telecom carrier. After nearly 20 years since its last visual evolution the brand's identity was a significant barrier to consumers. When testing it's advertising with and without branding, the unbranded work was testing 20 points higher. Making it difficult for the business to acquire and maintain customers, specifically the younger GenZ and Millenial demographic.
Founded in 1983, US Cellular is the fifth-largest wireless network in the U.S., serving 4.9 million customers across 426 markets in 23 states. With roughly 4 billion in revenue and supporting an estimated 10,000 employees. One of the few companies left in the country still providing a pension. The company was founded with a core mission to build lasting relationships with their customers. Serving and supporting them as neighbors not numbers.
Three decades later, the brand had fallen behind. Consumer loyalty had shift from the provider to the platform. Apple, Google, and the competitive “big four” were forming lasting loyal relationships with their customers focused on 24/7 connectivity. The industry was not standing still. With 75% of consumers not even considering the brand, the 37 year-old company needed to evolve or risk falling deeper into irrelevance.