Three UK ‘Comes of Age’ with New Brand Platform and Visual Identity

Today, Three UK launches its new visual identity and brand platform, ‘Life Needs a Big Network’, as it ‘comes of age’ almost two decades after launching as one of the UK’s major mobile network providers. 

Founded in 2003 to challenge the mobile industry, Three UK now covers 99% of the UK outdoor population with its combined 3G and 4G network and carries 28% of mobile data traffic in the country (Enders Analysis). It is also currently dedicating more spectrum to our 5G network than the other mobile operators, meaning Three’s customers will benefit from an outstanding experience when using the next generation of mobile technology. 

The new positioning reflects how far Three UK has evolved since its market challenger days and aims to mark a new beginning for the brand. 

Developed with Wonderhood Studios, the new brand platform ‘Life Needs a Big Network’, articulates how Three UK is perfectly placed to help customers with the big and seemingly small moments in life, from keeping a business connected to helping families and friends stay in touch. Three’s marketing now also includes a new fresh, warmer colour scheme, reflecting the next chapter for the business. This was conducted as a joint project by Wham, Three’s global design agency and Wonderhood Studios.

Aislinn O’Connor, Marketing Director Three UK: “At Three, we’re investing millions in our network enabling us to support our 9.3 million customers day in, day out. We know that network performance is the most important thing for our customers and this will be reflected much more prominently in our marketing as we show how we can enhance their lives by connecting them for the moments that really matter. Our new brand platform embodies the strength of our network and how we can provide better connectivity every day for every customer.”

This new positioning is being brought to life through an integrated campaign with executions across TV, PR and social, OOH and in-store. The AV, directed by Independent Films’ Gary Freedman, is a phone’s-eye-view of everyday life moments. Starting high-up, viewers are whisked on an observational tour, narrated by Three’s very own epic God-like voice. As the voice-over ponders the huge potential of technology, the film focuses in on these moments, eventually, landing on its final destination - two nans laughing uncontrollably at silly filters. 

Meanwhile the OOH, social and in-store communication features photography by Laura McCluskey, capturing unguarded everyday moments seen through the ‘eyes’ of our phones. 

The media approach, developed with Zenith, also marks a change in direction for Three UK as it aims for more visibility in the market, with renewed investment to support a new brand strategy. The campaign launches today with key TV spots in the UEFA EURO 2020 matches, and high impact OOH spots going live at Cromination, Birmingham Moor Street and Manchester Piccadilly Station on 5th July.  

Aidan McClure Founder and CCO Wonderhood Studios said “It’s been great to work with Three on everything from the evolved brand positioning, the visual identity, through to the new brand campaign. It’s the little ways people use the network every day that is the most powerful thing of all. The campaign captures life with all its quirks and idiosyncrasies, while the new look will help Three to feel vibrant and more distinctive”.