We’ve changed the rules (again)

WHAM created the original brand for the revolutionary mobile operator – Three. Eight years, nine countries and 20 million customers later, WHAM continues to innovate for the Three brand wherever it is in the world. As the global brand agency, managing and evolving the brand, our work touches the complete brand experience.
We advise, create and deliver from strategic approach to ATL communications.

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Three billboard takeover campaign.

To ensure that it stayed ahead of competitors in an ever changing market, it was apparent in 2008 that the Three brand positioning was in need of review. Working initially with Three UK, WHAM conducted a strategic assessment of the business; staff interviews and consumer research were central to this process.Out of this, a new vision was distilled: Three, the Mobile Consumer Champion. With this new, fresh approach, a refreshed brand identity was required. Simplicity was key. Recognisable today internationally, this visual language allows the brand to speak in a clear, appealing way to customers. It provides focus, achieving more with less.

Part of the identity launch pack prepared for Three Ireland.

The use of illustration was key to the development of the identity, helping bring it to life and tell the Three story in a memorable and engaging way.
A highly expressive and flexible element of the identity toolkit, it allows each market to assert its individuality whilst still remaining distinctly Three.

New Three store in Central Hong Kong.

The results of this process can be seen now in the UK, HK, Macau, Ireland and Italy and will soon be introduced in Sweden, Austria, Denmark and Indonesia.

WHAM has maintained a unique working relationship with Three as creators, guardians representing the owner, and re-inventors of the brand. It is a rare privilege for the same team to have the opportunity to revisit and update a brand they created.

Cover design for Three Italy in-store brochure.