InfinitySIM Brand

Hello Group's telecommunications portfolio needed a brand that could go global.

The product was an eSIM for travel: data in over 140 countries, with no roaming charges, no second SIM card to carry and no new number, on eSIM-compatible phones, tablets and PCs.

It needed a name and an identity that would travel as well as the product did, and say what it takes away: the worry of landing somewhere and being cut off.

The name started as a plain description: Infinite eSIM. Folding it into one word turned infinite into infinity, and the idea held. Infinity names the same limitlessness instead of describing it.

That limitlessness is about movement: going wherever you're going without worrying about being held back by the need for a mobile connection.

The mark draws it as one continuous loop. The social campaign, "Stay online while abroad", took the brand to six destinations: the United Kingdom, the United States, France, Japan, Brazil and Australia, in square, story and landscape formats.

A digital product, branded offline

An eSIM has no box and no shelf. So the brand goes where travel actually happens: on luggage tags and wrapped suitcases, on the wing of a plane, on a sales rep at the airport, on hotel key sleeves and desk cards, and on the frosted glass of the lounge.