Now that’s Mobile Done Right.

iD Mobile, part of the Dixons Carphone group, needed a refreshed identity. I led the project, preserving brand equity while creating guidelines similar to its brand personality: ‘Bold, witty + honest’. Building on the Currys rebrand, I introduced distinct visual elements—real customer imagery, playful styling, and a thumbprint texture reflecting the idea of ‘iD’. The new design system drew from the logo’s circular and pill-shaped forms to ensure consistency and recognition.