In an effort that seem designed to attract more subscribers but also to “enable consumers to more easily identify with the brand,” Sprint Nextel owned Boost Mobile announced the launch of a new brand identity. The main idea is to unite product line and message consistency, hence moving forward, Boost Mobile’s two major prepaid services, pay-as-you-go (PayGo) and Unlimited by Boost (UNLTD), will be rolled under one banner.
What can I say. They paid the pros to do the job (renowned creative and brand-engineering agency ATTIK), and the new site looks great — logo was retooled, new fonts and colors were used — especially for the young and hip crowd which seems to be the primary market for Boost’s services.
I’m not sure that will help Boost keep growing, though. At the moment, they have 4.6 million customers and while there are certainly people who don’t want to pay a small fortune for their phones, following the iPhone announcement last year, the mobile world has changed. Suddenly, it was ok to pay 500 bucks for the fancy phone that can do much more than make a simple phone call, and send and receive text messages. Then again I could be wrong…
Here’s the link to Boost Mobile’s website, and here is the full press release announcing the new brand identity.