Designing connection across cultures
Lebara Mobile is a network built for people on the move, those who live, work, or study abroad and need affordable ways to stay connected. I led a small creative team in a full rebrand, repositioning Lebara as a vibrant, modern brand that celebrates cultural diversity while standing out in a competitive telecoms market.
The strategy centred on visualising connection: overlapping coloured “pebbles” became the cornerstone of the identity, symbolising harmony, collaboration, and the bridging of cultures, much like international calls themselves.
We commissioned a bespoke version of Chiswick Grotesque, introducing alternative characters to give the brand’s typography a distinctive edge. Paired with a bright, bold colour palette, the new identity broke free from the category’s predictable blues and greys.
Bold, human, and unmistakably Lebara
The rebrand extended beyond visuals into photography and brand behaviour. We developed simple but effective photography guidelines designed to capture energy and authenticity, ensuring Lebara felt dynamic and approachable across all touchpoints.
The result was a brand that no longer blended in but stood out, visually bold, culturally inclusive, and strategically aligned with its mission to connect people worldwide. For me, it was a chance to combine design leadership, system thinking, and cultural storytelling into a cohesive identity that redefined how a global telecom brand shows up in the world.
