Zero1 – Website/Brand Development
Zero1, an MVNO operating under Singtel, offers competitively priced telecom services. To break away from the industry’s typical reliance on generic photography and stock imagery, a distinctive brand character, ‘Zero’ was developed. Paired with dynamic animation and a bold, vibrant colour palette, this approach was designed to:
• Differentiate the brand in a highly competitive market.
• Create instant recognition across various platforms.
• Offer limitless versatility for diverse communication needs.
The character ‘Zero’ was introduced to inject fun and humor into a traditionally staid sector, making the brand more approachable and engaging for its audience.
The character design is derived from the core elements of the brand, combining the pillar shape of the logo with an emoji-inspired head. This approach not only reinforces the connection to the telecom sector but also provides an engaging and approachable visual identity. The character serves as a dynamic and relatable medium for communication, allowing the brand to stand out and resonate with its target audience.
An extensive library of custom emojis was developed with significant potential for expansion, particularly to target and engage specific cultural groups. For example, Singapore has a large Filipino community, a group of emojis were thoughtfully designed to resonate with this audience. Above, the emoji featuring an extended thumb and index finger under the chin, is a common gesture in Filipino culture symbolising “pogi” or “gwapo,” meaning handsome or good-looking. This culturally relevant approach enhances communication and creates a deeper connection with diverse user groups.
A diverse set of characters was developed to provide maximum flexibility and scalability, with considerable potential for future growth. This adaptable character set, combined with complementary object-based illustrations, creates a comprehensive range of visual elements. Together, they enable the brand to effectively communicate any story or message with creativity, clarity and precision.