The mobile telecommunications market faces three broad challenges – declining spend on telephony, relevance in today's socially driven tech landscape and a passive transactional relationship with customers. In order to reverse this status quo, we created a brand that helps you do things you couldn’t do before. A brand that showed everyone in the UK how the magic of technology can make the everyday better.

EE, the new network for your digital life, is brought it to life through the Smart Layer. The Smart Layer is made up of a grid of particles – the tangible expression of the network. They are the basis for the core elements of the visual expression: the logo, the typeface Nobblee and iconography. They are smart because they react and respond to our customers in useful ways.

Although we can't share financial information with you, we can say that on the day of launch over 700 shops on high streets across the UK became EE branded; EE trended on twitter and Under Consideration called the new brand "identity at its most ambitious."