C Spire
Analytics
Visual Systems
Interactive
Identity
Inspiringly intuitive
Cellular South is the largest privately held wireless provider in the United States and the nation’s 9th largest carrier, with 1,100 employees and 75 retail locations across five Southeastern states.
Through their nationwide wireless voice and data network, Cellular South provides calling plans, telecommunications products, and software applications that allow consumers to use wireless service in a variety of ways. The company is also a leader in m-commerce technology, with mobile payment products such as Obopay and WirelessWallet.
Challenges
Cellular South asked Lippincott to assist with a complete rebranding, including a new positioning, visual system and name. With these changes, the company wanted to signal a competitive, aggressive and bold transition. Far more than a regional wireless player in the South, the new brand positioned the company as a true competitor in national marketplace, helping to drive new customers through their doors as they enter new markets.
The company also wanted help with their architecture, which had grown organically, resulting in an underleveraged parent brand across programs and initiatives as well as an inconsistent look-and-feel of sub brands and initiatives.
Actions
Created the new corporate name C Spire, as well as the identity, to communicate its new ‘Inspiringly Intuitive’ brand positioning and shed the regional character of the existing name.
Revised the brand hierarchy and architecture to successfully communicate with customers and better leverage investments in the parent brand.
Identified and aligned the key customer touchpoints that are most important in driving brand perceptions and created brand-aligned experiences to bring the brand to life at each touchpoint.
Developed a complete launch plan including messaging and tools for a compelling brand launch — both externally and internally. Through brand activation exercises the company will inform, educate and engage employees in activating the brand strategy.