Industry Setting
Cellular South is the largest privately held wireless provider in the United States and the nation’s 9th largest carrier, with 1,100 employees and 75 retail locations across five Southeastern states. The company was built organically, outgrowing its name and regional perception over time.
Challenge
To signal the transition from regional player to national competitor, and to build recognition for new products and personalized services, Cellular South needed to make a bold change. An aggressive rebranding and name change would help drive new customers through their doors as they entered national markets; the challenge would be to do this while energizing—not alienating—existing customers.
Strategy
The mobile phone has become the hub of our lives, informing, entertaining and connecting us. This increased role brings increased choices and complications. Cellular South’s new brand positioning, “Inspiringly Intuitive” and corporate name, C Spire, promise a new wireless experience that makes it easy to get the most out of our phones.
The new identity signals the company’s emergence as a bright star in wireless. The symbol, composed of a glowing “C”, represents how C Spire brings it all together for customers. The rays, or spires, vary in length to suggest how C Spire personalizes each customer’s experience.
Result
C Spire has launched as the nation’s first and only wireless provider to introduce personalized wireless services. “Our new brand and strategy reflect what today’s consumers really want—truly personal experiences based on their individual desires and needs,” said Kevin Hankins, chief operating officer of C Spire.
Credits:
Client: C Spire - www.cspire.com
Brand Strategists/Designers: Lippincott - www.lippincott.com
Creative Director: Connie Birdsall
Designers: Jenifer Lehker, Sam Ayling
Strategy: Michael D’Esopo, Hilary Folger
(Source: rebrand.com)
