The (2.5G) Hutch Mobile brand in India was conceived as a sister brand to the 3 Mobile brand which it would eventually migrate to become. After the sale of the Orange brand in India by Hutchison Whampoa, the Hutch brand was refreshed using a vibrant magenta and complimentary turquoise colour palette so that it obviously sat apart from the Orange brand. This colour palette was extended to influence the colour direction of brand photography and advertising. To complete the brand refresh. creative direction of the retail store design, retail signage and above the line advertising campaigns was also undertaken. This worked was completed whilst I was a part of the lead international team, at the WHAM Agency in London, directing The 3 Mobile brand internationally.
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