Beginning with a handheld prototype and various strategic insights from the emerging youth market, a total brand was created and launched that spoke directly to the ‘liquid lifestyle’ of its intended users, and translated that lifestyle into a language completely distinct within the social technology landscape.

The brand reflected the leading-edge youth audience’s preference of idiosyncrasy over homogeneity, complexity over simplicity, and inclusion over selectivity. Ogo communicated with words: IM, SMS and email, as did the campaign. A multivalent grammar was developed and activated specifically to drive awareness, communicate functionality, or reflect user experience. Visual language and messaging was modulated for each touchpoint’s context; all elements holistically communicated the totality of the brand.

Ogo lived in retail environments within AT&T stores, in youth-oriented magazines, and in traditional outdoor print and online media. In addition to the marketing language, we gave Ogo its name, a voice in the form of a multiphonic chant audio logo, a package, an iconography for the device’s hardware and UI, and a family of on-screen avatars. We even wrote the user handbook.