A new dawn

Following last year’s reorientation of its business vision, Three UK has undergone a comprehensive brand refresh, which is now rolling out across its network of stores, offices, owned and bought media, and digital and sponsorship footprint.

Working in conjunction with Three’s brand team, the visual identity refresh was designed by WHAM (global brand guardians of Three) working closely with Three and its new advertising agency, Wonderhood.

The identity is built around a new, standout colour gradient known as Aurora Sunrise – reminiscent of a dawn sky – and an animated world based on customer mobile behaviour.

Visually, Aurora Sunrise will become a beacon for the brand going forward. Symbolically, it will stand for Three’s emergence as a genuine rival to Vodafone, O2 and EE – underpinned by significant network investment and a broadening of its customer proposition.

In parallel to the refresh, lead advertising agency Wonderhood created the network’s new creative platform, ‘Life Needs a Big Network’. Already on air, the ad campaign is about the small moments that wouldn’t otherwise happen without the access to data that only Three makes possible.

Watch the ad and feel the warm glow of Three UK’s new identity here.