China Mobile requested to integrate the entire existing corporate identity VI & services VI into a coherent system while solving specific perception problems such as brand visibility, communication weaknesses & brand conflicts between products & services.

China Mobile’s brand architecture needed to balance the relationship between corporate brand, touch-point brand, branded services and performances perception. We decided to use a strategic VI implementation approach, to coordinate from the top-down this complex project.

Challenges
Clients recorded more than 100 sources of confusion and perception problems needing an immediate solution.
Through lengthy debate among us, we identified the ultimate aims of China Mobile:
• Clarification of the brand architecture & administrative architecture
• Re-design and re-edit the VI document guidelines of the corporate brand.
• Provide managerial instruments, including behavioral guidelines associated with implementation coaching after setting primary VI principles
Provide directions & guidelines for brand extension & VI extension

During the first proposal, the following objectives were validated by China Mobile:
• Segmentation strategy
• Clarification of the administrative structure based on department budget rank.
• Optimization of services
• Clear definition of application range for 3 different company logos and VI elements
• Suggestions for “10086”, China Mobile digital service
• Design suggestions on presenting visually various performances of each client’s brands

After a deeper analysis & design of the complete identity system we established the organigram of the master-brand and sub-brands with a clear segmentation of the various digital service brands and product brands.
We provided suggestions to integrate coherently Hong Kong Wangzhong Telecompany within the identity system during a fourth round of proposals and validated the following points:
Color adjustment and slogan of the “Gotone” service
Adjustment of the Gotone VIP club membership
Gotone Advertising template
Approaches and decision of brands combination
Improvements and clarification of administrative structure

The final plan
Base on previous works and after two months of alterations and refinements, we presented the final report, clarifying brand principles, administrative structure and the design of Olympic themes.
7 VI brand training were developed for brand managers:
Detailed implementation training were provided to brand managers of each branch offices in different provinces.
Elaboration and production of training materials.
Innovations in training and coaching style
Complete evaluation after training