Objective
Lattelecom, the leading technologies company in Latvia, has several challenges related to the brand: It is perceived as an out-dated and self - centered monopoly. The image is in conflict with the values of people, especially among younger audience.
The open market determines increasing competition with the global leaders that are more youth - oriented (Netflix, Youtube, Spotify etc.), while locality and the heritage has become a weak uniqueness.
Approach
Helio visual identity is driven by inspiration of helium properties that is able to lift things up and make everything lighter and more fun. Helio logo symbolizes passion, openness and cheerfulness. The logo wordmark is always going up - towards the positive feelings. Brand colours are bright and energetic, it represents Helio tone-of-voice and values.
Result
The before static giant Lattelecom has created uniqe entertainment ecosystem and the biggest entertainment brand in the Baltic. The main mass market products of Lattelecom – television, gaming, internet etc. are repositioned under Helio brand name.