New EE
Refreshed. Re-energised. Rethought.

100% EE. But not as you know it
New EE was born with a vision of being the most personal customer-focused technology company in the UK. With those lofty ambitions came a new visual identity to help the brand grow and develop. A new and improved visual identity takes the strengths of the brand consumers know and love and supercharges them.

Building a brand
Despite feeling familiar everything was new. Leading with the smart dot, a small but powerful element brought to life across assets, and an updated super-charged colour palette making the brand brighter and more energised. We created a new logo, hero asset (The Symbol), multiple typefaces, expanded colour palette, illustrations, photography, motion, film, iconography, product renders, scent, haptics, UI language and digital behaviours.

I had a central role in the development of the whole identity, assets and guidelines. Building a close working relationship with our brand agency Zag I was a key decision maker, leading on multiple aspects including the digital vision, a future-facing north star for product teams.

Client
EE

Roles
Creative Direction
Creative Design
Brand Lead

Logo

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Colour
The aqua and yellow EE is famous for were supercharged, and new extended colours were introduced. From these core colours I worked with the Design System team to create a 10 step colour palette to improve usability and accessibility in digital.

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The symbol

Typefaces
Zag and EE partnered with Colophon to create two new typefaces for the brand. I led from the EE side helping to craft and shape characters, weights and obliques. Ensuring legibility and accessibility was key to the designs. The result is two typefaces, Dottee and Non-Dottee, that work well as a team and are instantly recognisable.

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Illustrations

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Iconography
I led the work to create a new set of icons for EE. The objective was to create icons that were clear to users while feeling part of the new brand. We developed filled versions for digital active states, which underwent user testing and adjustments as part of the broader UI work to ensure user-friendly integration.

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Photography

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Digital Vision
I spearheaded this project in collaboration with Zag and the EE digital team. The digital vision aimed to inspire internal teams, encouraging them to go beyond merely replacing the existing brand and instead, push the new brand. It served as a guiding "north star" to work towards.

» Read the Digital Vision case study

Devices

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