Case 1: Telehop Communications Problem: Founded in 1993

Case 1: Telehop Communications
Problem:
Founded in 1993,Telehop remains a leading Canadian telecommunications
provider for residential and business customers. The core focus of the business
began as dial around service (10-10-100 and 10-10-620). However, their
business had grown to offer subscription-based packages, internet services,
mobile long distance solutions, and a Telus partnership. Telehop needed a
corporate rebrand to reflect their growing business.
Former Logo:
Analysis:
Telehop’s diverse business portfolio needed to be referenced in their new
branding. Telehop were also interested in presenting a more modern, friendly
corporate personae. The areas that ideally would be touched upon in their
iconography were their long distance, internet, home phone (subscription), and
mobile phone services. Overall, Telehop wanted a branding mark that reflected
their superior quality services. As time was a key factor in creative development,
I developed logo options in conjunction with a layout template for print
advertising.
Advertising Buy:
Telehop’s marketing spend was 100% focused on print ads running in ethnic
newspapers in local markets across Canada. Telehop wanted to continue along
these lines, but augment the spend to include Toronto Star flyers as well as
television commercials for each of their product areas.
List of Deliverables:
-­‐ Logo
-­‐ New direction for Print ads, built in a template format so that seasonal
content can be updated accordingly.
-­‐ Television spot
Creative Options
1. Modern & Fresh
Logic: This look is inspired by the youth and freshness of European mobile
carrier advertising. The Telehop logo iteration focuses on the unifying factor of
all of its business offerings – communication. The layout is a grid, with a focus
on one primary offer, and one secondary offer, highlighted. Illustration would be
used to feature various cities or seasons that were relevant to where the ad was
being placed (the example would be for a Dutch publication).
2. Corporate Friendly
Logic: This look was meant to reflect an updated vision of the former Telehop
logo ie. very corporate. The rainbow sound wave references the
communication aspect of the brand, but also the global connections that
Telehop’s services inspire. The print template has a layout highlighting 3
price driven offers, and a sidebar for additional brand information. The look of
this template is corporate, friendly, and very price-centric.
3. Selected Option – iconography-centric
Logic: This option has a color code and icon for each business vertical. The
color will be worked into each respective product ad. Also, 3D logos were
developed. The Client chose this option as they felt it most clearly told the
viewer what the company did.
Television Spot:
Once the branding direction was chosen, for the television spot Telehop
wanted a format that they could wrap their different products in one creative
concept. Ultimately we created four 30 second spots and four 15 second
spots.
To accomplish this, a Telehop avatar was developed by using customer
demographic information as creative direction. Mrs. Telehop is representative
of the ethnicity, income bracket and gender of Telehop’s typical client. The
creative for the suite of television spots was friendly, comforting, but also
offer-based.
Conclusion:
Telehop now have a refreshed brand that reflects their corporate direction.
Their media buy now includes large circulation newspapers as well as ethnic
print, and they have eight television spots.