Telmex
Identity
Visual Systems
Outflanking the competition with a
unified brand image
Prior to its privatization, Telmex—formerly the government telephone monopoly in Mexico—enjoyed a competition-free market. As the market deregulated, Telmex entered a new era of fierce local and global competition and high expectations in customer service. Burdened by its past government association, the reality of what Telmex offered was superior to its image.
Challenges
Communicate the strengths of the organization to differentiate Telmex from its competitors and align its image with reality
Transform Telmex's visual identity to convey a modern, world-class communications company
Simplify and integrate internal and external communications
Actions
Conducted extensive internal interviews with Telmex management, research and advertising/communications consultants and reviewed customer research
Developed a detailed communications plan including key image attributes and a new positioning (as well as specific audience communications objectives and message profiles) to create perceptions of Telmex as a world-class, customer-oriented provider of one-stop shopping for communications solutions
Developed a new and simplified brand architecture model to closely associate Telmex's products and services with the Telmex name
Updated the corporate logo to convey a more friendly, modern image
Created a new visual system with guidelines to create a more cohesive look and feel for advertising, marketing and promotional communications
Trained designers and advertising agencies to ensure the correct implementation of the new identity and visual system
Assisted in the creation and training of a centralized brand team to ensure better on-going coordination of all communications activities — both internal and external