Beginning with a physical prototype and various strategic insights from the emerging youth market, a total brand was created and launched that spoke directly to the ‘liquid lifestyle’ of its intended users, and translated that lifestyle into a language completely distinct within the social technology landscape.

The brand reflected the leading-edge youth audience’s preference of idiosyncrasy over homogeneity, complexity over simplicity, and inclusion over exclusion. Ogo communicated with words (IM, SMS and email) and so did the brand. A multivalent grammar was developed and activated specifically to drive awareness, communicate functionality, or reflect user experience. Visual language and messaging was modulated for each touchpoint’s context, with the holistic totality of the brand representated in its aggregate.

Ogo lived in retail environments within AT&T stores, in youth-oriented magazines, and in traditional outdoor print and online media. In addition to the marketing language, we gave Ogo its name, a voice in the form of a multiphonic chant audio logo, a package, an iconography for the device’s hardware and UI, and a family of on-screen avatars. We even wrote the user handbook.

Agency: Ogilvy & Mather, Brand Integration Group (BIG), New York
Executive Creative Director: Brian Collins
Creative Director: Weston Bingham
Designers: Weston Bingham, Barry Deck, Stella Bugbee, Iwona Waluk, Apirat Infahsaeng
Strategists: Richard Welch, Weston Bingham
Writers: Eitan Chitayat, Stella Bugbee, Weston Bingham
Sound and Animated Avatar Designers: Future Farmers, San Francisco