AT&T Wireless: Ogo
Brand program, from influencer-targeted brand development to in-product sound design, for the latest youth-targeted handheld.
Beginning with a handheld 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 selectivity. Ogo communicated with words: IM, SMS and email, as did the campaign. 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; all elements holistically communicated the totality of the brand.
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
Animated Avatar Designer: Future Farmers, San Francisco