Scaling Felix Mobile: Building a Challenger Brand

Role
Creative Lead

2021–2025
Sydney

Timeline
4 years

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

Results
Brand awareness up 44% (23% YoY)
80% YoY sales growth
13K TikTok followers from zero
Successful national retail expansion and 5G launch
Planted over 3 million trees!

Overview

When I joined Felix Mobile in 2021, it was a little-known telco with a strong purpose but low brand recognition. Over four years, I helped shape Felix into a confident challenger brand - one that people not only recognised, but remembered. From launching 5G and expanding into major retailers, to leading a rebrand, growing a social presence from scratch, and building distinctive assets, I’ve helped scale Felix into one of Australia’s most exciting purpose-led digital telcos.

The Challenge

We were starting from behind. Felix was often confused with cat food, and our sustainability message - while compelling - wasn’t converting new customers. Internally, brand assets were inconsistent, digital journeys were rigid, and awareness metrics were low. The challenge was clear: build a brand that could grow quickly, scale seamlessly, and connect emotionally with a new generation of mobile customers - all while operating like a start-up within a corporate framework.

The Approach

1. Strategic Brand Evolution

We clarified our name (moving from “Felix” to “Felix Mobile”) and refreshed our logo and brand identity to create stronger linkage across channels. I worked with agency partners to introduce our puppet mascot, a now-beloved brand asset that added warmth and distinctiveness. We built out consistent brand guidelines, tone of voice, and a scalable design system used across web, campaign, retail, and CRM.

2. High-Impact Campaigns

I led creative across multiple major campaigns, including our ATL push ‘Not All Talk’, which introduced our puppet mascot and helped double brand awareness. We ran tactical work around 5G migration and winback, as well as creative for plan refreshes, app updates, and a total UX revamp - all rolled out with speed and consistency.

3. Digital, Social & UX Leadership

I redesigned the entire Felix website and app UI to reflect a simplified, mobile-first experience using a modular design system. I also led our social transformation - particularly TikTok, where we grew a following of 13K from zero in under a year by embracing lo-fi creative and real brand personality. We brought everything in-house, saving agency fees and scaling output at speed.

4. Retail Expansion

In record time, we launched into mass retail, designing SIM packaging, POS, and customer journeys tailored to a supermarket environment. I collaborated closely with product, marketing, and operations to ensure every brand touchpoint - from box to onboarding - felt uniquely “Felix”.

Impact

Brand awareness up 44% since 2021 (23% YoY)

Sales up 80% YoY, driven by improved comms, UX, and product clarity

13K TikTok followers (from zero) with zero paid influencer spend

Brand association improved, with greater recognition as a telco vs initial confusion

Customer experience transformed via a full digital and creative refresh

Felix Mobile now seen as a top-performing business unit within the wider company

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