I remember the days when I spent hours looking at behance profiles of talented individuals and wondered how are they so good at this stuff. I was a tadpole in an ocean full of giant whales that produced inspiring visuals, emotional illustrations, perfectly symmetrical logos and interesting brands. Maybe it’s a phase of starting out as a designer where your jaw drops on every complex and interesting looking visual but it is equally important to be interested in the process as soon as possible specially if we are relying on self-learning.
I can recall my days when I drooled over the logos that were formed using grids and that’s where my fascination with process started. I started trying out logos that were geometrically symmetrical, making them as close to structural perfection as possible. From there, the interest shifted towards the logos that had a specific meaning behind them and where the designer explained how the shape of logo evolved including the inspirations behind each iteration.
It was the same time I got to know about branding and was reading quite a lot about it. I got to know how and why these billion dollar companies defined, improved and redefined their brand. Now that I look back upon it, this makes sense for me at that time, both in branding and graphics, I was trying to catch the same thing: “process”.
I loved the brandings directed by well-formed strategy & executed by well-thought design. Design that has clear and understandable logic behind each decision. Those kind of processes appealed to my mind which was trained to think logically and strategically by my computer science background.
I was looking for some place where I could practice all this newly learnt stuff. All these new skills wanted to be developed. And then I found Nayatel.
First Love Story
Nayatel is an Internet provider that was in the market for around two years at that time. Its 2nd Fastest Growing
Company in Pakistan by All World Network 2011 and also the first Company in South Asia's to provide state-of-the-art
FTTU Triple Play Services i.e Internet, Cable TV, Telephone. In the capital of Pakistan, it provided fiber-to-the-home
service in time when everybody used internet through Ethernet cables by national telecom service. It was a game changer
at that time. Everybody using Nayatel was showing off their download and uploading speeds over social media. In short,
customers loved it (they still do as Nayatel is currently celebrating 30k customers despite being present in just one
city). But there was no such thing as “brand-ideology”, It didn’t stand up for anything and just focused on repeating the same
“fastest internet” internet line endlessly.
It was an excellent opportunity for me to test my brand design skills as one of my mentors once said:
“When a brand delivers more than what it says, it’s time to rebrand”.
Nayatel needed a rebranding and I took it on my head. I searched about the company all over, took lots of snapshots of its website wherever they presented their mission, values and future plans. Verified it from its social media posts & page descriptions and wrote it all down. I didn’t quite contact the company as I thought myself as a total beginner (and I frankly was but that’s only one more reason we are supposed to reach out) and wanted to do this on my own.
By that time I understood quite well as to why Apple says “Think Different” instead of saying “Best Mobile Phone manufacturer”, Why all Cocacola ads are about sharing and caring despite being “tastiest beverage” or why Redbull sponsors skydiving when all it manufactures is an energy drink.
It is well known today that brands need to rise above materialistic, feature-based marketing and associate themselves with relevant intangible, emotional and uniquely-human concepts.
They tie themselves with a feelings and emotions because they know that a certain feature could be provided by competitors too,
any company with sufficient experience can produce a better beverage and any skilled marketer can promote the product as being
more energetic than other. Instead they can be on the path to sustainability if they make their brand experience based on
demographics, lifestyle and beliefs of their target market.
I figured in the near future Nayatel is not only going to need a rebranding of their service but also should stand up for something bigger than themselves or their product. That is the only way they could retain the loyalties of their customers in such a brand conscious market.
This all helped me look Nayatel in a different way, I tried to measure the impact of the services they provide. I started breaking their product down one by one to identify the basics of what they actually sell and what they actually provide. Circling over the real value a customer gets from Nayatel. I found out the real thing a customer gets from their product is “saving time”, internet is not the product, its “faster internet”. This saves your time and all other benefits root from it. Then I made some personas of their customers. Asking myself questions like:
How a student will benefit from their product?
How a businessman gets value out of them?
How a university gains from their service?
Then I combined this info with the business facts of Nayatel. I got to know that Nayatel is focusing on getting contracts from big business and educational institutes in Islamabad. Their average consumer was either a student or an employee. I then tried to find a concept that could resonate with what they sell along with the target market and given the amount of dissection I performed on their service it didn’t took me long to land on “Productivity”.
High productivity is something almost every business struggles to have. They streamline their processes, put motivational
quotes and make caffeine freely available just have this golden bird. Productivity is one of the must haves when it comes
to achieving success. Educational institutes aren’t different. They want their students to be more efficient and hard
working so they could be successful and increase the reputation of their institute.
The concept of productivity resonates with the students and employees too. For them the brand voice will be “You want to be more productive, let us help you become more productive by providing you faster internet, not only that we are going to share and motivate you into being efficient through our promotional channels”.
I decided that Rebranded Nayatel is going to standup for “Productivity”. Its advertising material is going to focus on how the product helps you achieve more in less time and of course it will gain admiration from people who want to be productive. I developed the tagline to be:
There were three very clear benefits of the tagline:
Firstly, it contained the essence of the whole branding concept. The world belongs to doers. People who get their priorities straight, talk less, keep their head down and don’t stop working until they get what they love. The doer ideology is a simpler version of productivity.
Secondly, it positions the company itself as being among the doers. In the same fashion it can also be taken as company referring to its customers as doers.
Lastly, it also places Nayatel in central of the demographics that have productive mentality. It will resonate with people who either want to be productive and/or trying to make their employees/students productive.
With that done, It was time to focus on translating this strategy into a visual form. I started sketching multiple concepts, taking inspiration from diverse places such as: name (nayatel which means “New telecommunication”), fiber optics, Islamabad (the city Nayatel operates in) and concepts related to productivity etc.
Nayatel’s speed is directly enhanced by fiber optics so I decided to incorporate that in the visuals as a subtle hat tip to this amazing technology.
After some variations I decided to go on with this concept as it was inherently depicting Nayatel in much more ways than others.
The love of symmetry came right back when I started making the logo so I went to great lengths in order to ensure that the icon remains geometrically pleasant. Infact every aspect of that logo is in perfect coherence with golden ratio.
Nayatel loves Islamabad. The icon of Islamabad is faisal mosque, it is used to represent the city worldwide. So I incorporated that “love” in the logo too by tilting it to the exact angle of the front lower triangle made by the building itself. I took the initial drawings by the Turkish Architect Vedat Dalokay for Faisal mosque and deduced the angle.
It turned out to be around 36 degrees.
The brand Nayatel is an established brand so instead of completely demolishing the old one, I kept the color scheme similar to the first one. Moreover I already found solid connections among their previous palette with both the new brand and their vision.
That way, despite of changing most of the brand assets the new brand resonated with the previous one while also providing the “new vibe” it should has.
Nayatel’s new brand needed a friendlier voice that encourages users to tap into their hidden potential and struggle for their dreams. I also wanted to incorporate the “fiber-optics” part of Nayatel. I chose bariol for this. This semi-professional and affectionate typeface has the ability to communicate things clearly while keeping a warm tone. Its a rounded, slightly condensed typeface. it’s nice and familiar without being too sweet, and very readable even at small sizes, thanks to its sober shapes and its simple construction.
To accompany bariol, the secondary typeface chosen was Rubik. Its a great font family developed by Philipp Hubert and Sebastian Fischer.
It provides an analogous look when used with bariol. On its own, it does a great job of supporting bariol with its semi-rounded look and keep the type blocks from being too funky.
Here is how the identity plays out: