What we were asked to do
Vodafone asked us to create a unifying brand proposition and messaging framework for Skills Upload. The existing narrative lacked clarity and emotional connection, and the goal was to bring consistency, clarity, and a stronger human story across all sub-brands and audiences.
What we did
We aligned on the brief, reviewed the Skills Upload playbook, website, and social media, and interviewed key stakeholders and audiences to uncover insights. Using these, we developed story prototypes shaped around emotion, character, and theme, refining them into a flexible, user-friendly framework that could work across all communications.
We delivered the toolkit with practical guidance and included check-ins at three, six, and twelve months to support embedding and ongoing evaluation.
What they thought
Vodafone was thrilled with the clarity, emotional resonance, and usability of the framework. It strengthened storytelling across all sub-brands and inspired further collaboration: we were later invited to lead a re-naming project for a related digital initiative.
