Halebop, one of Sweden’s most known phone operators, started off nearly 25 years ago as a challenger in a highly competitive market offering cheap phone subscriptions for young people. In the last few years, the telecom market landscape has changed massively, and Halebop has moved into a new position as a reliable mid-segment operator, offering great value for a broader target group. Their perception however, has pretty much stayed the same, leading to an increased gap between the current image and the actual offering.

In the fall of 2024, I was tasked with helping to bridge the transition from a youthful and cheap brand to a cost-conscious choice for everyone. We set out to modernize the Halebop brand, building upon well-known brand elements and creating a distinct and digital brand, strengthening their position as a mature and reliable operator focusing on their customer’s needs – without losing their  personality. 

The work included development of a new color palette, brand imagery world, 3D-elements, ad design system, templates and more.

My role

• Branding & design
• Art direction
• Template & brand asset design