Cuckoo has always had a distinctive brand presence in the broadband category - from disruptive start-up to an evolved brand and design system.
BRAND GUIDELINES
Cuckoo broadband is a UK challenger brand disrupting the market with simple pricing, fast full fibre speeds, free tech included with every plan.
Though they’ve always had a distinct brand identity in the market, over the years, their creative ideas had evolved. From new visual mechanisms like 3D objects and animations, to a refreshed brand positioning line, ‘Broadband, done better’, Cuckoo had far outgrown its original brand guidelines.
So, with their in-house team, I designed and launched an updated set of brand guidelines – giving teams, partners and creatives a consistent framework that clearly documented their thinking. And in a truly ‘Cuckoo’ style, we went one step further: publishing them on an external website, propereggy.com. This made the guidelines themselves come to life in a way a PDF never could: dynamic, alive, accessible, easily shared and updated – a living and breathing document.
Plus, I developed a key internal training video to support the guidelines, intro’ig the braand new visual and verbal elements.
Though they’ve always had a distinct brand identity in the market, over the years, their creative ideas had evolved. From new visual mechanisms like 3D objects and animations, to a refreshed brand positioning line, ‘Broadband, done better’, Cuckoo had far outgrown its original brand guidelines.
So, with their in-house team, I designed and launched an updated set of brand guidelines – giving teams, partners and creatives a consistent framework that clearly documented their thinking. And in a truly ‘Cuckoo’ style, we went one step further: publishing them on an external website, propereggy.com. This made the guidelines themselves come to life in a way a PDF never could: dynamic, alive, accessible, easily shared and updated – a living and breathing document.
Plus, I developed a key internal training video to support the guidelines, intro’ig the braand new visual and verbal elements.
CHANNEL MARKETING
With clear guardrails for the brand now in place, I worked with the team to apply these brand elements to our channel marketing.
Using Figma as my primary design tool, I designed multiple CRM comms, DMs and letters, OOH concepts, and over 50 Meta creatives - partnering with Cuckoo's Senior Copywriter and Art Director throughout. From ads featuring brand-stretching 3D illustrations, to emails that brought our new 2D pictograms to life, we proved 'Broadband, done better' wasn't just a promise about the product – it showed in how the work looked and felt, too.
Using Figma as my primary design tool, I designed multiple CRM comms, DMs and letters, OOH concepts, and over 50 Meta creatives - partnering with Cuckoo's Senior Copywriter and Art Director throughout. From ads featuring brand-stretching 3D illustrations, to emails that brought our new 2D pictograms to life, we proved 'Broadband, done better' wasn't just a promise about the product – it showed in how the work looked and felt, too.
PROJECT TYPE
In-house
DISCIPLINES
DM, OOH, Figma, Brand Guidelines (Standards), Email, Paid Social, Motion (After Effects), Iconography, Presentation Design, Campaign
