THE MOBILE PHONE LOVERS FAN-CLUB
Brand Situation
During 2007 and early 2008, the investment fund GED Capital acquired several regional networks (including Dasimpex and Plus GSM) and successfully consolidated the most important Orange partner and the second mobile telephony retailer nation-wide, judging by the number of stores. Brandient was commissioned to counsel the shareholders and create a brand capable of sustaining the ambitions and challenges of the business.
Brandient’s Approach & Solutions
The initial analysis revealed the complexity of this project, derived from the objectives of satisfying the cumulated requirements of a retail business, a dealership type of business and a technology business. From the brand perspective, the main challenge was to unify these requirements into an unique concept, which will become the vital support for the future of the business.
The name Fonomat™ was created in order to convey in a memorable fashion the idea of an ATM (“bancomat” in Romanian) for modern telephony solutions—thus, Fonomat becomes the place for such needs. The graphic identity applies the same principle and uses the shape of a stamp, which symbolizes solved and guaranteed. The magenta color provides differentiation and visibility, taking also into account the restraints derived from the leadership statute. Fonomat promises to become a Fan Club for the mobile telephony lovers, a place where you enter as a buyer and you leave as a fan™.
The graphic identity is signed by Brandient designers Cristian Petre, Partner and Alin Tamasan, Senior Designer
