Nextel needed to participate more actively in the retail environment. All the contact points had to be compatible with its new positioning and language, translated by the catch-phrase “Welcome to the club”. The project revolved around the creation of a booth for shopping centers, which stood out from the competition and from the category of mobile phones, making it clear that Nextel does not just operate in the corporate environment, but also in professional and private social networks.

After defining the target public, getting to know its visual repertory, experiences, habits and behavior, we translated the language and concept of “Welcome to the club” to the contact spots. We defined 4 creative guidelines, which oriented creation for the brand’s contact points. Having collected references and established guidelines, we blended a lot of materials, textures and colors to produce a space completely unique to Nextel. The project not only met the customer’s requirements and needs, but also set Nextel completely apart from the competition.

The new booths have been introduced for more than a month and are facing increasing demand. Customers recognize the locale and identify the brand’s qualities. More people are visiting the booths and getting interested in the product.