The 2022 rollout of 5G in Malaysia reshaped the telecommunications landscape, offering a rare opportunity for telcos to reposition and capture new market share. For U Mobile, a long-time irreverent and cost-conscious challenger, 5G presented a chance to extend brand appeal to new audiences while staying true to its existing base. The challenge was clear: preserve the brand’s playful, offbeat personality while positioning it as a credible leader in postpaid, connected households, and business segments.
We articulated U Mobile’s 5G promise as “Unbeatable!” While the curvilinear logo remained unchanged, the visual system was refreshed to communicate sophistication, flexibility, and technical relevance. A dynamic wireframe ‘U’ could swivel and orient in any direction, supporting messaging, imagery, or acting as a visual hero. New colour treatments, iconography, and callouts created clear segmentation between prepaid, postpaid, and business offerings.
Custom typography blended bold authority with subtle playful details, capturing the brand’s non-conformist spirit. The refreshed identity communicates both energy and credibility, allowing U Mobile to maintain its distinctive edge while confidently entering the 5G era. It positions the brand as simultaneously approachable, irreverent, and technologically capable, reinforcing its reputation as a telco that does things differently.
