World Mobile — Reclaim power over your network

Tapping into the cultural and political zeitgeist of anti-establishment storytelling, we worked with World Mobile to rebuild their brand from the ground up, including a new strategic direction, a fresh design system, unified visual identity, web experience and product design. Through a series of workshops and culture & market analysis we rooted the World Mobile brand in ‘reclaiming power’, this was central to the strategic narrative and visual direction. Positioning ‘against’ something is now more powerful in the minds of people than positioning ‘for’ something. 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. The brand identity consisting of a new logo and a bold, yellow design system reflected this sentiment and has been brought into their products, website and community building.

We took World Mobile from an unfocused, passive mobile network to a sharp, unapologetic brand. A movement, ready to take on the outdated systems that have kept people in digital darkness for too long. World Mobile is scaling its AirNode network, expanding into new regions, and proving that decentralized connectivity is a real, viable and necessary alternative.