Unified Overnight: A Brand Brought Together
Cosmote - Greece
What success did we aim to create?
Cosmote, Greece’s largest mobile network operator, aimed to unify its parent brand OTE and all its fixed, broadband, and mobile retail services under one cohesive identity. The success metric was clear: deliver a national-scale retail brand transformation across 150+ stores, creating a seamless customer experience and a single, powerful brand presence—all within an extremely fast-tracked timeline.
How did we create the success?
We approached this high-stakes rebrand with precision planning, agile execution, and scalable retail design solutions.
Key strategic actions included:
- Brand Translation: We adapted the newly developed Cosmote logo for use across store façades and in-store applications, maintaining consistency and visibility across formats.
- Mock-Up Façade Prototyping: A full-size test façade was created to validate material, lighting, and design quality, ensuring alignment before rollout.
- Multi-Format Flexibility: Signage applications were customised for a wide variety of storefront sizes and architectural conditions.
- In-Store Brand Experience: We designed a comprehensive communication hierarchy and visual language, including promotional graphics, price signage, and category navigation.
- Efficient Execution: All manufacturing and installation was pre-planned, allowing the rebrand to be deployed across the entire network over a single weekend.
What were the results?
150 stores across Greece were rebranded to the new Cosmote identity in a single weekend, with zero disruption to operations. The cohesive rollout achieved:
- A seamless shift from two legacy brands into a unified national presence
- Increased brand recognition and consistency across all customer touchpoints
- Streamlined retail marketing strategy and faster go-to-market impact
