Found in 1928, PLDT and mobile service provider Smart, is the largest Filipino telecommunications provider in the Philippines. With thousands of employees, inconsistent brands and largely siloed departments, efficient communication was difficult at times. Resulting in a volume-centric marketing strategy rather than a more nuanced approach, focused on quality and efficacy.
By re-architecting and simplifying the brands, developing a new visual identity for both PLDT and SMART, and diligently communicating with customers and employees to improve customer experience and employee morale, we were able to impact the transformational growth PLDT sought. Since launching this initiative, we’ve helped PLDT and Smart become a truly innovative telco obsessed with being customer-experience focused.