I led the brand identity and communications strategy for Vip Mobile, creating a long-term ‘Different Story’ brand platform.

Vip Mobile didn’t just enter the Serbian telecom market, it redefined it. We challenged the status quo dominated by Telenor and MTS Serbia, where consumers felt unheard and underserved. Vip Mobile’s approach was almost revolutionary. We shed the industry’s traditional, stuffy image. Embracing a playful and light-hearted identity, Vip Mobile prioritized transparency and reliability presented in a completely fresh way.
But this shift wasn’t achieved just with a new playful aesthetic. Vip’s focus moved from simply offering services to prioritising the customer experience. This meant new, clear communication, dependable service, and a commitment to building trust. The results were phenomenal. Starting as a greenfield investment, Vip Mobile made a significant impact capturing a large segment of the market in record time. This achievement was further fuelled by a new brand platform ‘Different Story’, which has been resonating with consumers for more than a decade and established Vip Mobile as a leader in innovative customer experiences.