Welcome to the Sprint "Framily"
Developed by Figliulo & Partners, Sprint launched their "Framily" campaign inviting friends and family to join affordable shared wireless plans. Sprint was repositioning and wanted a new distinct brand asset palette of strong characters (like "dad" the hamster) and a new audio identity to stand out in a crowded field of famous global telco logos. All assets needed to capture their unique position as an idealist challenger brand, uniquely un-corporate, empowering joy and community.
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Our analysis of mnemonic devices in Telco allowed Sprint to tap the established syntax living in consumers' subconscious to convey reliable cell service - but in a more approachable, socially connected and flexible way. Our analysis found the repeated major 3rd to be a defining characteristic across most telco mnemonics, so we developed a melody tapping this subconscious identifier as 4 of the 6 notes, but in a playful, non-corporate way - often featuring the sound of friends singing with joy and laughter, and memorable and flexible enough to evoke the Sprint brand and its personality in different instrumentations across all genres and creative situations.
New Distinct Brand Asset Palette
Framily Portrait
DJ Chuck/HTC One Harman/Kardon
Conferences
Agency
Figliulo & Partners
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Creative Director
Imperial Woodpecker
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Editor
Whitehouse Post
Trish Fuller
Lisa Gunning
Sector
Telco
Composers
Tomas Pierre
Michael Ballou
Music Creative Director
Marco Vitali / Sonic Lens
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Executive Music Producer
Marco Vitali / Sonic Lens