Unefon is a Mexican wireless company that was struggling at the time with a perception of inferior quality. AT&T acquired Unefon as part of its expansion into Mexico and had to decide whether to keep this tarnished brand.‍
Through extensive research, we retargeted Unefon at a new audience, developed a new brand positioning (give value, feel valued), and created a more modern, cohesive identity. The new brand strongly resonated with the target and is a leading prepaid service in the market.‍

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