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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

브랜드의 모든 접점을 하나로 잇는 비주얼 시스템 구축

PhoneBox is a Canadian MVNO offering affordable mobile plans and multilingual customer support, primarily serving immigrants, international students, and travelers. With approximately 60% of its user base made up of international students, the brand needed a visual system that feels immediately trustworthy and easy to navigate — for users making decisions in an unfamiliar environment.

Project Goal

Unifying a fragmented brand into one clear, modern system

파편화된 브랜드를 하나의 명확한 시스템으로

Prior to this project, PhoneBox lacked a consistent visual language across web, email, social media, and packaging. Layouts, type choices, and color usage varied across channels, making it difficult to build a coherent brand impression. The goal was to consolidate these scattered assets into a unified, scalable system — one that could grow with the brand as it expands into new markets.

Previous PhoneBox designs for social media, packaging, and email

Brand Strategy

Driving clarity, consistency, and approachability across the brand

명확하게, 일관되게, 그리고 더 가깝게

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

브랜드의 핵심인 로고, 더 정확하고 일관성 있게

To resolve inconsistencies caused by outdated and unstructured logo files, the PhoneBox logotype was rebuilt and standardized across all formats (AI/SVG/PNG).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

더 젊고 선명하게, 그리고 확장을 고려한 컬러 시스템

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

가독성을 중시하면서 메시지를 강하게 전달하는 서체 시스템

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

채널 전반에 걸친 명확한 비주얼 기준 수립

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

사용자 중심으로 재설계한 이메일 경험

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

어느 제품에서나 일관된 제품 경험

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.

Character Design

Building a character system in 2D and 3D

팀 전체가 함께 쓸 수 있는 캐릭터 시스템 구축

The character system was designed not just as a visual asset, but as a scalable resource for the wider team. Starting from 2D sketches, AI tools were used to accelerate the 3D development process — iterating on forms and expressions efficiently. To ensure consistency and extend usability, a prompt guideline was developed alongside the assets, allowing social media managers and designers to independently generate on-brand character imagery without starting from scratch each time.