Client: Cricket Wireless
Brief: Rebrand a downmarket, prepaid wireless brand to attract new customers and retain the customer base of Aio Wireless (the brand Cricket had recently merged with)
Solution: Cricket Wireless rebrand (Brand strategy, Voice, Messaging, Visual Identity)
Brief: Rebrand a downmarket, prepaid wireless brand to attract new customers and retain the customer base of Aio Wireless (the brand Cricket had recently merged with)
Solution: Cricket Wireless rebrand (Brand strategy, Voice, Messaging, Visual Identity)
AT&T had purchased Cricket Wireless, a low cost prepaid wireless brand with a downmarket reputation, and had shuttered their much beloved Aio prepaid wireless brand (Aio customers now found themselves transitioned to Cricket). Our challenge was to reposition the Cricket brand so it would still appeal to existing customers, but also shift perceptions upmarket a little so as to retain Aio customers and attract new ones. Our strategy was to offer prepaid customers a brand that fit their budget but didn't skimp on value and extras. It became a brand that has your back, giving you genuine value for money, a reliable network, and sweet deals to make you smile.
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