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PhoneBox
  • Term

    Aug - Sep 2025

  • Client

    PhoneBox

  • Work Scope
    • Brand Identity Refinement
    • Brand Guideline
    • Package Design
    • Email Design
    • Motion Design
  • Team
    • 1 Project Manager
    • 2 Designers
    • 2 Content Writers

Creating a cohesive visual system to strengthen PhoneBox’s brand experience

I established an updated brand design system for PhoneBox—defining a cohesive visual language across the logo, color system, packaging, and email communication. This system enables consistent brand expression and a clearer user experience across all internal and customer-facing touchpoints.

Project Goal

Unifying a fragmented brand into one clear, modern system

PhoneBox’s visual identity had become inconsistent across web, email, and packaging, making it difficult for users—and even internal teams—to recognize a single cohesive brand. The goal of this project was to consolidate scattered assets, refine legacy elements, and establish a unified visual standard that strengthens brand recognition and delivers a more consistent experience across all touchpoints.

Previous PhoneBox designs for social media, packaging, and email

Brand Strategy

Driving clarity, consistency, and approachability across the brand

To strengthen PhoneBox’s visual and verbal identity, the brand strategy was built around three core principles: Clear Communication for instant understanding, Unified Experience for system-wide consistency, and Approachability for a more human, energetic brand tone. Together, these pillars reshape PhoneBox into a clearer, more cohesive, and more welcoming experience across every touchpoint.

Logo Refinement

Strengthening the brand’s core mark for clarity and consistency

To resolve inconsistencies caused by outdated and unstructured logo files, the PhoneBox logotype was rebuilt and standardized across all formats (AI/SVG/PNG). Kerning and baseline alignment were refined to achieve visual balance, while subtle optical adjustments improved clarity in digital environments. The result is a cleaner, more reliable core mark that enhances the credibility of the entire design system.

Primary

Blue

#0CACF0

Primary

Dark Blue

#1E6898

Secondary

Green

#5AC33A

Secondary

Yellow

#FBBB25

Secondary

Red

#EE445D

Black

#050F1F

White

#FFFFFF

Color System

Updating legacy colours for a younger, more energetic audience

To modernize PhoneBox’s visual presence, the core blue, navy, and green palette was refined with brighter, higher-contrast tones. The updated colours maintain the brand’s legacy identity while delivering a fresher look that resonates better with students and travellers — PhoneBox’s most active user groups.

Typography

A streamlined system built for clarity and consistency

PhoneBox uses a paired typographic system designed to keep communication clean and accessible. Inter delivers high readability for all body copy, while Inter Tight provides a sharper, more expressive voice for headlines. This combination creates clear hierarchy across every touchpoint without adding visual noise.

For social media communication, two additional display typefaces introduce flexibility and personality. These fonts are reserved exclusively for high-impact posts and promotional visuals, ensuring the core brand identity remains consistent across product and service touchpoints.

Social Media Communication

Establishing a clear visual standard across all channels

PhoneBox had no defined rules for typography, imagery, or colour usage on social media, resulting in mixed styles across posts. I consolidated the scattered assets and set practical guidelines for type, photo selection, and colour ranges, enabling the team to produce consistent, on-brand content across all digital channels.

Email Design System

Creating a consistent, user-focused email experience

All service emails were redesigned under a unified structure, aligning visuals and messaging across the entire user journey. Missing information was clarified, frequently-asked details were reorganized, and responsive layouts were introduced for seamless readability. This consolidation strengthened clarity and built a more reliable, cohesive brand experience.

Packaging System

Creating a clear, unified unboxing experience

To eliminate fragmentation across regions, all package formats used in Canada, the U.S., and Amazon were consolidated into one cohesive system. Product information was reorganized into a clear hierarchy, helping users immediately understand what they purchased. The structural format was also upgraded from a simple folded card to a design that securely holds the SIM pin and SIM card, improving protection during shipping and elevating the unboxing experience.