TeliaSonera is the dominant telephone company and mobile network operator in Sweden and Finland. The company has operations in other countries in Northern, Eastern Europe, Central Asia and Spain, with a total of 182.1 million mobile customers.

 

In 2011 the telecoms provider rebranded there varying operations under one umbrella brand strategy, brand identity and communication platform.

 

Working with the Marcomms team at Teliasonera, Landor Associates was tasked with developing the brand strategy, brand identity and overall stewardship of the companies rebrand.

 

In order to help communicate the new brand and to educate the over 30,000 employees across the many countries Teliasonera operated within – the company held a series of company employee engagement programs at which time a Brand Book was distributed to everyone.

 

The Landor team using the newly developed brand tools created the employee Brand Book that outlined the new beliefs and vision of the company and showcased the new brand identity. The illustration style of the brand was used as a hero to help tell the story throughout the book and to engage with the reader.