Four years across Halebop and Telia, Sweden's largest telecom group. Started inside the Locall growth team, rolled the new identity out there first, then took it across the main brand — web, apps, broadband and campaigns.
Halebop had a new brand identity on paper, 1.7 million potential customers to reach, and a lot riding on getting the rollout right. The real question was where to prove it before the whole brand committed to it.
Halebop is Telia's consumer sub-brand — Telia being Sweden's largest telecom operator, and Halebop the country's most popular mobile operator ten years running. A brand with that much to lose doesn't get to experiment in public.
Locall could. The international-calling product was small, had its own app and its own growth team, and was chasing a new segment of 1.7 million potential customers in a market where competitors were already fighting hard for them. It needed the work anyway — which made it the right place to find out whether the identity actually held up.
I came in through Columbia Road and helped build Locall from the ground up — putting the new identity into production there, on a live product with real customers and real revenue, before it went anywhere near the main brand.
Design sat in a closed loop with the growth team from Growth Hackers Stockholm, developers and business owners, shipping a new App Store release every two weeks. Data accuracy was settled up front, so the team could argue about growth instead of arguing about numbers. That way of working became an internal case study for how the group runs growth projects — and the reason Columbia Road opened a Stockholm office.
Once the identity was proven in market, it went across the main Halebop brand: the website, native iOS and Android apps, TV bundles and campaigns, and the nationwide broadband rollout to Swedish apartment buildings, in partnership with C More — Sweden's answer to Netflix. Later the work extended into Telia itself, on their connected-home offering: smart locks, security cameras and the services around them. Four years in I was still on it, by then working independently as a freelance consultant.
Took the new identity live on Locall first, then across the main Halebop brand.
Native iOS and Android apps, plus the website, redesigned for growth.
Nationwide broadband rollout and TV bundle campaigns, with C More.
Extended the work into Telia's smart locks, cameras and related services.
Conversion up 47%, a new segment of 1.7 million customers reached, and a product line that went from nothing to millions in monthly turnover — with an identity that had already earned its place before the main brand adopted it.
