Project: 5G Launch Campaign 

Date: 2019

Brief: 5G is the latest evolution of mobile networking technology with benefits like, faster, non-latency and high capacity. Show that EE is the best network for 5G and the benefits that 5G can bring to the customer. 

Challenge: To look at what 5G can provide to the customer and how EE can show that it is dedicated to 5G, showing they have evolved also, along with the technology

Using a combination of EE’s colour palette we designed backgrounds that had a sense of movement and an organic feel. Exploring both light and dark versions 

We tried a range of logos that would work to indicate the device is 5G and could work alongside the EE logo, to show that EE was dedicated to being the best 5G network and that the EE branding is so strong that we could actually swap out the EE logo for a 5G logo on its own.

To show that 5G is the next big thing and that EE was dedicated to it, we made the decision to make the 5G logo become more of a key visual. The key visual along with the messaging that would highlight the benefits you get from 5G kept the layouts clean and to the point.

EE wanted to really set themselves as the UK’s 5G network. The campaign was across the UK with over 200 locations, in all major cities and including some of the most recognised locations, Wembley stadium for the FA Cup final, the IMAX at London Waterloo and a complete takeover of the famous Piccadilly circus.

For motion we wanted to bring the organic feel from the background and to show that 5G has so much to offer and this sense of limitless potential. We also looked at a way of showing a transition between the EE logo and the 5G key visual, so that when you thinking of 5G, you will think EE.