Felix Mobile Logo Refresh

Role
Creative Lead

2025
Sydney

Timeline
8 weeks

Channels
Branding, Digital, UX/UI, Campaign, Packaging

Result
+21% brand association increase in Q1 post-launch

Overview

Felix Mobile had an identity problem. Despite its clear positioning as a sustainable digital telco, customer research revealed widespread confusion about what the brand actually offered. As we geared up to sponsor I’m a Celebrity - our largest ATL partnership to date - we needed to address this head-on. I led a strategic logo and brand refresh to strengthen recognition, drive association, and ensure our brand assets could scale across all channels in just eight weeks.

The Challenge

Low brand association: Consumers didn’t link ‘Felix’ with mobile services. Some even mistook us for a pet food brand.

Weak brand assets: Our logo lacked clarity and impact in campaign executions, often getting lost in ad layouts.

Urgent timelines: With ATL media already booked, we had just eight weeks to redesign, align stakeholders, and roll out a new visual identity across every touchpoint.

The Approach

Clarifying the Name & Identity

We added “mobile” to the brand name - a subtle but powerful move that improved search visibility, clarified our offering, and elevated consumer trust. The new logo system incorporated this change and aligned more closely with our distinctive brand assets, including our bold peach palette and signature leaf icon.

Designing for Recognition & Reuse

I worked with Thinkerbell to direct the redesign, ensuring the new identity was not only more distinctive but practical for in-house use. We developed a flexible logo suite, refined visual elements, and established usage principles that could scale across product, marketing, and campaign channels.

Fast-Tracked Rollout

I led the rapid implementation of the new brand across:

  • Digital - Full updates to the website, app, and CRM journeys

  • Campaign - Creative rollout for ATL and digital media

  • Retail - Redesigned SIM packaging and POS

  • Internal/partner comms - New brand templates and training resources

Cross-functional collaboration was critical: I worked closely with brand, product, legal, and marketing stakeholders to ensure timely approvals and consistent delivery across all surfaces.

Impact

+21% brand association in the first quarter after launch

+20% brand awareness since refresh - stronger campaign performance in part thanks to increased logo clarity and brand linkage

Increased internal adoption of brand assets due to scalable systems and documentation

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