Vodafone’s paid media templates were quite limited, typically featuring a red background, a SIM card or phone, and some text. While a good deal can attract customers, it is not always the main reason people choose Vodafone. The marketing team approached me to develop new templates linked to Category Entry Points (CEPs). I saw this as an opportunity to create materials that better reflected Vodafone’s brand values: optimistic, inspiring, action-oriented, and leading.
Example of the previous templates
The initial briefing came as a PowerPoint, but I wanted to ensure my understanding matched the stakeholders’ expectations. I provided a proposed plan and outlined what I would need to deliver the best results.
I researched both competitors and Vodafone campaigns from other countries. Using these insights, I drafted several options and presented a concept to the stakeholders.
The stakeholders were excited about the concept but needed to see practical examples. I found that producing these examples was difficult because of Vodafone's strict branding guidelines.
To tackle the challenge, I created a range of options, from bold to more conservative, always keeping accessibility (WCAG) in mind. Eventually the stakeholders and I made a comprimise and made something awesome.
Vodafone’s values are compelling, but deals also play an important role. My concept was based on flexibility, offering a template in three “levels”:
S: Focused on text and deals, with only a phone or SIM card image and a simple graphic.
M: Balanced between deal information and visuals, with the heading as the main focus, supported by imagery.
L: The visual takes centre stage, designed to capture attention immediately and encourage clicks.
The three versions, from left to right: S,M,L.
Example of some rejected concepts
Branding restrictions were strict, including no red headlines and no new elements like the M version, and I wanted the designs to be WCAG compliant. Although the first selection was promising, creating nine more CEP variations proved difficult under these constraints. Many versions did not work, so I developed new options and supported my proposals with competitor examples. In the end, we reached a compromise, allowing the use of new branding elements from Vodafone UK.
Vodafone’s Amplified Identity represents the new branding elements, which are highly flexible. Although not typically used for sales, I received approval to incorporate it. The Amplified Identity is built on several pillars:
1. Strengthening the story by benefit or emotion
2. Elevating the photography by authenticy
3. Intergrate the amplifiied speechmark
4. Enhance the tone of voice
5. Crafting typography to create impact
Some tests I did to apply the amplified identity.
This project explored new ways to present Vodafone’s paid media by aligning template design with both brand values and accessibility standards. Through research, concept development, and stakeholder collaboration, we developed flexible solutions that balanced visual appeal with strict branding requirements. The process highlighted the importance of adaptability and clear communication when updating established brand materials within a large organisation.