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Feb. 25, 2008

Boost Mobile has launched a new brand identity, hoping to unite its product lines and create consistency in its marketing message.

Boost Mobile is Sprint’s no-contract carrier venture and is aiming to be a low-cost, no frills wireless provider.

Sprint said it worked closely with creative and brand-engineering agency Attik to create more “sophisticated and synergetic visual elements” that the company hopes will appeal to its targeted youth audience as well as attract more high-end consumers.

The marketing redesign includes retooled 2D and 3D logos, updated photographic styles, a new typographic library, new color schemes, new end tag, print and environmental applications.

Carlene Robinson, director of brand marketing at Boost Mobile said “our brand needed to reflect that while our roots in youth culture are as vital as ever. We are also appealing to a broader audience and are fully embracing our core values as a lifestyle company.”

Robinson added “by uniting our product offerings under one cohesive brand identity, we are able to leverage the overall strength of the Boost Mobile brand to build more meaningful connections with our subscribers and more effectively convey what makes our products and our company so very unique.”

Since launching its no-contract carrier services in 2003, Boost Mobile says its PayGo service has acquired more than 4 million customers. Boost Mobile launched its unlimited services a year ago and says that it doubled its base from 224,000 to 500,000 users during the fourth quarter.

Boost Mobile also announced that it has launched Unlimited by Boost in Hawaii. The new service is available at Sprint and RadioShack stores in Hawaii, as well as through independent wireless dealers.

As part of its new branding, the low-cost carrier will roll out its two offerings, PayGo service and its Unlimited by Boost services into one cohesive banner, with a more unified “visual identity” that it hopes will “elevate” the brand’s positioning.

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Source: Sprint Wireless.

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