We gave India’s oldest and most reliable telecom network a much needed makeover

Airtel, India’s largest and most trusted telecom network, partnered with us to embark on a digital rebranding journey. The goal was to refresh its visual identity while preserving the strong brand association cultivated over the years. Our solution introduced a dynamic Visual Identity System (VIS) centered around the iconic Airtel blob, transforming it into a versatile design element. The blob now serves as a key feature in Airtel’s communication across formats, from billboards to mobile ads, acting as a text holder offline and a flexible, modular asset online. This adaptability ensures visual consistency while offering endless creative possibilities. We also developed a cohesive typeface, a refined illustration style, and a unified design system that empowers Airtel’s teams across thousands of zip codes to maintain consistency across platforms.