Current Music created the world’s first smartphone that pays for itself. The device combines the latest version of Android 10’s interface with the ability to ‘earn as you go’, whether you’re listening to tunes, playing games, surfing the net, charging or even locking your screen. But before this company could help consumers press play on rewards, they needed a brand to communicate their unique proposition of transforming the way we use our phones.
First we needed a strategic name to position the device as the future of phone technology. We developed the name Mode to communicate their revolutionary concept, meaning both being at the height of fashion and being the new way to do something. Creating a narrative built around ‘Every mode is earning mode’, we showed customers how they can switch on to a better mode of putting money back into their pockets.
The brand name was just the beginning. We brought this bold concept to life with a striking visual and verbal identity. An upbeat and inviting tone of voice was created to empower users to turn time spent on their phones into extra income. It speaks directly to their individual preferences, showing them that when Mode’s on, they have the power to choose the way the rewards come rolling in.
Bringing the brand benefit to life further, the icon was developed with an ‘o’ lifted out of the word Mode which was then crafted to resemble a coin being dropped into a piggy bank. The visual identity harnesses bright, bold and impactful colours that pack a punch, combined with dynamic graphic patterns to reflect the brand’s forward-thinking personality. Using this futuristic identity, we designed the device’s startup screen, background animation, product photography, ecommerce website, packaging and we even branded the handset. We’re now in the final stages of website production and can’t wait for the product to create a buzz when it hits the market.