Lebara Mobile
Repositioning Lebara as a vibrant, culturally inclusive telecom brand that celebrates global citizens.
overview
I led a full rebrand for Lebara Mobile, a network for people living, working, or studying abroad. The goal was to create a modern identity that celebrates cultural diversity while helping the brand stand out in a competitive telecoms market.
Concept & Execution
The approach centred on visualising connection. Overlapping coloured “pebbles” became the cornerstone of the identity, representing harmony, collaboration, and the bridging of cultures—much like the international calls the brand enables.
We commissioned a bespoke version of Chiswick Grotesque with alternative characters to give typography personality. Paired with a bold, bright colour palette, the system broke free from the category’s predictable blues and greys, giving Lebara a distinct and contemporary voice.
Photography and brand behaviour were key extensions, with guidelines capturing energy and authenticity, ensuring the brand felt dynamic, approachable, and human across all touchpoints.
OUTPUT
I led a small creative team, shaping the brand positioning “Hello World, Hello Home,” the visual identity, and custom typeface.
The identity system included graphic language, typography, colour palette, photography guidelines, and application across digital, print, and marketing touchpoints, ensuring cohesion and vibrancy at every scale.
Conclusion
The rebrand delivered a visually bold, culturally inclusive, and strategically aligned identity that distinguished Lebara in a crowded telecom market.
It reinforced the brand’s mission to connect people worldwide, elevating its presence through design, storytelling, and cultural empathy, and creating an identity that feels human, modern, and unmistakably Lebara.
