Nextel
Most of us in the U.S. associate Nextel with the now defunct company that merged with Sprint in 2005, which basically stopped pushing the Nextel brand at the consumer level, there is a whole alternate universe of Nextel-branded mobile services in Latin America.
First extended as Nextel de Mexico in 1998, the company changed to NII Holdings in 2002 and now oversees the Nextel brand in Brazil, Mexico, Argentina, Peru and Chile. Employing more than 14,000 people, NII Holdings counts with 9.84 million subscribers.
In 2010 the company introduced a new identity designed by the San Francisco office of Landor where I was the Creative Director. From conception to launch and extensive retail implementation the relationship ran for 4 years. I traveled extensively with the client team to implement the brand with local Nextel teams and their partner agencies.
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“Our new visual identity uses connectors derived from the ‘x’ in the company’s new logo that are meant to join ideas and focus attention. They express the professional and personal nature of our network and provide tremendous flexibility to deliver our message to customers while maintaining a clearly recognizable visual language that expresses how the brand connects customers to what’s important to them.”
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Greg Santoro, NII’s Executive Vice President, Chief Marketing and Strategy Officer.
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“The new tagline, ‘Your world. Now’ (‘Tu mundo. Ahora’ in Spanish and ‘Seu mundo. Agora’ in Portuguese) builds on the brand’s existing business focus while emphasizing the relevance for personal as well as business use.”
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Greg Santoro, NII’s Executive Vice President, Chief Marketing and Strategy Officer.
Brand launch films made for internal country launches. From the outset we wanted the branding to be flexible in how it represented the story and strategy. Using illustration made the work feel charming — and it was very cost effective.
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Retail and digital brand extensions were a large and integral undertaking over 5 countries. Implementation was directed locally over many weeks by core Landor team members with the main client team.
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An internal launch across 5 countries was planned and executed to communicate the new brand among employees and galvanize the business.
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Employee engagement included interior launch messaging “Our world is connected” and Connect More brand values book.
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Employee engagement included “Express your Network” as a series of interior installations, allowing everyone to contribute to the brand values and feel part of the overall launch events.
Extensive guidelines were produced and presented with client teams, local agencies and Nextel partners.
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In 2012, for the third consecutive year, NII Holdings ranked in the Fortune 500 and Barron's 500 lists. NII also has been named one of the best places to work among multinationals in Latin America by the Great Place to Work Institute.
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