Unifi
Next is now
Next is now
Challenge
Unifi is the much-loved consumer brand of Telecom Malaysia (TM). The country’s longest-serving communications provider needed to transition from telco to techco to stay in step with its customer’s needs, but key was doing so in a way that was authentic to its origins. The main challenge was the perception of unifi as a functional, product-led brand that tries to be everything to everyone. They often get drawn into price wars that commoditise the brand.
Unifi is the much-loved consumer brand of Telecom Malaysia (TM). The country’s longest-serving communications provider needed to transition from telco to techco to stay in step with its customer’s needs, but key was doing so in a way that was authentic to its origins. The main challenge was the perception of unifi as a functional, product-led brand that tries to be everything to everyone. They often get drawn into price wars that commoditise the brand.
Solution
Although customer needs have evolved unifi has always fundamentally existed to ensure that technology opens doors to a promising tomorrow for all Malaysians. We brought this simple sentiment to life in our positioning: ' Your next is now’ puts the customers and their ambitions at the brand’s heart. We also embraced 4 principles to create internal ambition and focus.
Although customer needs have evolved unifi has always fundamentally existed to ensure that technology opens doors to a promising tomorrow for all Malaysians. We brought this simple sentiment to life in our positioning: ' Your next is now’ puts the customers and their ambitions at the brand’s heart. We also embraced 4 principles to create internal ambition and focus.
The last thing the category needed was another corporate-looking brand so we set out to be bold with an authentically Malaysian sense of creative spirit. We centered the visual identity around the creative idea of 'where's next' using Malaysian-inspired patterns that expand in all directions
Results
”Unifi continues to deliver leadership in convergence service and solutions for both home and MSMEs customers. Unifi reported a 1Q2023 revenue growth of 4.3% from RM1. 38 billion to RM1. 44 billion contributed by both, growth in the number of subscribers and average revenue per customer (ARPC)” “Unifi fixed broadband subscription increased by 8.1% to 3.08 million”
”Unifi continues to deliver leadership in convergence service and solutions for both home and MSMEs customers. Unifi reported a 1Q2023 revenue growth of 4.3% from RM1. 38 billion to RM1. 44 billion contributed by both, growth in the number of subscribers and average revenue per customer (ARPC)” “Unifi fixed broadband subscription increased by 8.1% to 3.08 million”
Telekom Malaysia : Press Release Q1 FY2023
Recognition
Transform Asia: Gold and Silver
Transform Asia: Gold and Silver
2023. Creative Director. Superunion. Malaysia.
We cleaned up the unifi logo, embraced the joy, and used traditional Peranakan tiles to create a bold visual language. We then expanded the colour palette to be screen first. Extended typography to cut through in the 'sans serif as standard' category.
The simple visual system is constructed from equities from the brand’s past but points very much to the future. Its modular nature allows it to expand infinitely in any direction, conveying the freedom and choice unifi can offer.
“The agency was fundamental in the 2 year-long transformation of the unifi brand, they were key collaborators with our internal teams and third-party partners too. From uncovering insights to strategic rigour and stakeholder management, all the way to setting the tone for courageous identity design, and creative tech. They have helped us exceed all expectations, we’re so excited for what is next for unifi”
Shanti Jusnita Johari –CMO.
