WyWallet is a joint venture for mobile payments involving Telia Sonera, Telenor, 3 and Tele2. Kurppa Hosk was assigned to develop the name, brand strategy, visual identity and digital user experience.

Brand strategy
Naming
Brand identity
Content creation

Challenge
In August 2010, the Swedish legislation surrounding mobile payments was tightened. To handle these changes, the four major telecom operators in Sweden – Telia Sonera, Telenor, 3 and Tele2 – joined forces in a unique collaboration and developed a common mobile-payment service. As the service was new and completely unknown, the four operators needed help to build a new strong brand and launch it in the marketplace.

Approach
Kurppa Hosk was asked to develop a name, brand strategy, visual identity, digital interface and brand communications for the unique new service. In this process, Kurppa Hosk focused on the fact that telecom companies are often perceived as conservative giants with low consumer confidence. This offered a fresh chance to build a different kind of mobile-service brand – one that could induce connotations of a start-up company rather than of a traditional telecom player.