Born from growing global disruption, bureaucratic stagnation and cultural and political alienation, our culture is undergoing a profound shift. There is an emerging narrative of the ‘counter-elite’ beating the entrenched establishment. Populist politicians are successfully tapping into wells of resentment and a desire to break free of corporate, institutional and political straightjackets.

These feelings are felt by anyone who’s used a wireless network provider in the US. In the conquest to be better connected, we surrendered control of our data and trusted others to manage it for us, telco companies have largely failed us and moved towards exploiting our trust & data for profit.

World Mobile, came to us with a plan to disrupt the outdated legacy mobile networks. Utilising their decentralised network of AirNodes, users can become pro-active co-owners, participants and decision makers in their mobile network. Economic opportunity can be redistributed and users can reclaim their personal and collective power. Innovation like this - when properly oriented to serve humanity - can be an effective means of delivering us from our present chaos.

Noir built a new strategic direction, logo, a fresh design system, a unified visual identity and web experience that reflects the movement we are building together. 

When change presents itself, brands must acknowledge that a new dominant narrative has taken hold.

We live in an inherently pessimistic age. Positioning ‘against’ something, rather than positioning ‘for’ something has become the prevailing zeitgeist. Brands now have permission to champion a story centred on personal freedom, autonomy, a defiance of authority and a powerful drive toward reclaiming control over individual and collective futures. 

The context of ‘anti-establishment' provides fertile ground for storytelling. There is no greater story than people's relentless and dogged endeavour to overcome repressive regimes. Our world is built on stories about disruptors standing up to the status quo. This sentiment is foundational to startups, they are designed to challenge and unseat established companies from their positions.

This is not too dissimilar to the ‘challenger’ and ‘disruptor’ narratives we saw with the rise of Uber, AirBnB and Tesla. 

It’s the rebel alliance fighting the emperor in Star Wars. It’s Steve Jobs’ celebration of “The crazy ones. The misfits. The rebels.” And Substack’s desire to create an app for independent voices, not beholden to media companies of the past.

In this new world, brands shouldn’t be scared to step out of line. They can spend their energy cosying up to institutions and narratives that no longer have public support, or they can start demonstrating solutions that make those institutions optional. You can ask permission to change the world. Or you can change it anyway.

Web3 & crypto is ahead of the game

This mindset has long been the dominant motivation in crypto and Web3 companies. Web3 is driven by a profound yearning for personal freedom, change, and autonomy. The technology thrives on the ethos of decentralization and resistance against the entrenched establishments, promising a new scaffold for building brands that resonate with contemporary cultural currents, all while captivating the imagination of the disenfranchised youth.

Many of our clients want to tap into this growing discontent with the ‘elite’, traditional institutions and big tech.

Creating a movement for World Mobile

We tapped into the prevailing cultural and political zeitgeist, positioning World Mobile as a leader of change. To give this anti-establishment thinking a vehicle, we embraced a dynamic, movement-oriented approach where community building and active engagement were key. Transforming passive customers into active participants who not only believe in the brand’s vision but are also willing to evangelise the mission.

The new World Mobile is sharper, more powerful, and ready to take on the outdated systems that have kept people in digital darkness for too long.

We are World Mobile. A decentralized movement. A network powered by the people, for the people. A system that is breaking free from the outdated telecom industry and putting power back where it belongs: in your hands.

Reclaim power

As we stand at a crossroads of profound societal change, start-ups must transcend traditional marketing paradigms and embrace a role that aligns with personal autonomy, innovation, and defiance against legacy systems.