Case Study Type.
Brand/Marketing Campaign.
Role.
Lead Creative Designer
Case Study Overview.
Develop a campaign to strengthen the iD Mobile’s SIM Only Roaming proposition, by increasing market awareness - positioning them as the go-to choice for seamless international connectivity and network. Executions will live in in-house digital and OOH prints environments.
iD Mobile is an award-winning network known for both value and added benefits. Its extensive country coverage offers a compelling reason for customers to stay or make the switch.
Creative Strategy
-
![]()
Using the brand elements and framework, there are opportunities to be creative with iD’s signature ‘polytubes’ which are derived from the logo’s thumbprint.
-
![]()
Incorporation of the iD SIM card brand asset to visually communicate it’s for SIMO contracts only.
-
![]()
The challenge of how can Travel and Roaming across multiple destinations be expressed in a way that’s instantly recognisable and easy to understand.
-
![]()
iD’s Roaming SIMO benefit extends to 50 destinations globally included in their SIM card packages and offers.
-
![]()
New or existing customers wanting to explore and experience roaming abroad seamlessly without the added to their travels already.
Creative Idea & Narrative:
A flight trail made from iD Mobile’s polytubes wraps around a globe, with iD SIM cards acting like map-pins showing locations on iD’s roaming destinations. Whilst this creates a recognisable visual of global travel, this also represents the scale of iD’s coverage and encapsulates the extensive list of destinations. This visual concept adds a sense of movement and engagement but also a start to design a system within iD that symbolises Roaming abroad.
A suite of assets was developed around the flight path concept, exploring and extending it across multiple creative expressions within the brand framework. This approach introduces variety, reduces repetition, and ensures a consistent articulation of the brand proposition.
Collabs.
Andrew Clarke - Senior Copywriter
Outcomes.
Collaborated with the Copy Team to create a headline that inspires travel while highlighting cost savings.
Removed SIM cards as map pins from original concept; this led to questioning if the SIM cards encapsulated the ‘map-pin’ idea - which didn’t favour well. Instead I created another alternative to hero the SIM card asset within the brand thumbprint asset which retained brief requirements.
Went beyond scope to successfully expanded assets suite and campaign size, carrying the same concept idea throughout. This made the campaign work in a variety of ways within the brand system keeping touch points refreshed and create impact against it’s competitors.
Successfully maintained brand identity while pushing the creative boundaries of the brief, developing a brand proposition designed for longevity and opportunities for more creativity.