The 3 Mobile brand, owned by Hutchison Whampoa, was one of the first operators to launch 3G mobile services internationally. Here in Australia I was the lead creative at Moon Design that looked after the launch of the brand and the environmental retail store design. Following the launch in Australia I became part of the lead international team, at the WHAM Agency in London, that developed and then managed the roll out of the 3 Mobile brand internationally encompassing 10 countries. This project lasted a few years and included the complete brand experience across multiple medias and in a variety of different cultural contexts. Applications included; retail store design, environmental graphics, packaging, digital media, advertising, brand guidelines, user interface design and handset/online animations. The creative direction of the brand internationally was managed through an online brand portal and multiple international brand tours where we ensured the brand was being correctly applied in the local markets. Learnings were collated for future brand developments and included a yearly 3 Brand Forum, run and designed by the lead team for all the marketing teams internationally. This worked was undertaken whilst I was a part of the lead international team, at the WHAM Agency in London, directing The 3 Mobile brand internationally.