O2 has appointed design agency Echo to ensure it improves the consumer's user experience while the agency has also been briefed with developing new products for O2’s range of mobile accessories.
The move by O2 comes after Marketing revealed the telecoms giant was overhauling its customer service as part of a new "fresh thinking – new possibilities" brand strategy.
O2 wants to create an "open, bold, clear and trusted" brand as it expands its business beyond telecoms services into other areas such as money, ticketing and charity projects.
O2 is trying to mirror the success of Apple, which maintains a strong and clear brand across all touch points, from advertising creative to packaging.
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