Mobile Done Right.
iD Mobile, part of the Dixons Carphone group, needed a refreshed brand identity. I led this ongoing project, balancing the retention of core brand equity with the creation of new, forward-looking guidelines.
Using Currys’ rebrand as a foundation (given the network’s ownership), I developed distinct visual elements to differentiate iD Mobile. We preserved its bold, witty, and honest tone of voice, while introducing creative art direction featuring real customers, props, and secondary brand colours used in wardrobe styling. Key assets included a thumbprint texture, tying back to the idea of ‘iD’ as identification, and design principles built around the logo’s circular and pill-shaped forms.
