Three - Mobile Online
Three Hong Kong wanted to launch a new sub-brand that captured the younger, budget-conscious market (I'll spare you reading the 'M' word). Naturally, this would be SIM-only, data-only, online-only, offering the cheapest prices available.
Rather than try to appeal to this market in the usual way trying to look like them and talk like them. This brand would have a simple, bold, no-frills feel that would have a direct no-nonsense tone of voice to reflect it's straightforward positioning and proudly embodying its value offerings.
Concept, design and art direction, tone of voice.