A mutual brand identity

A quintessential challenger brand, giffgaff had redefined the mobile market with its ‘no contracts’ network run by its members. Echo was challenged with uniting a strong set of brand values through the creation of a new, unified brand identity.

Rather than creating a singular solution, the new giffgaff identity reflects a range of personalities that can be deployed differently depending on the touchpoint. This duality keeps the brand lively, surprising and appealing to a younger audience.

The flexible identity was brought to life across all visual assets, including digital, print and TV idents.

Echo has also worked with the giffgaff leadership team on business innovation using Future Visioning to identify opportunities in new industries.

Brand Strategy

Tone of voice

Brand Identity

Graphic Design

Business Innovation

Design Implementation

Brand Guidelines

Future Visioning


We needed to really challenge the status quo with our brand design so needed to punch above our weight to get our message heard.

Ashley Schofield, Chief Executive Officer