Mobile communications platform Viber has unveiled a new brand identity as part of its new global strategy which sees a number of agencies appointed to assist the brand ramp up its marketing efforts worldwide.
The new identity, created by Studio Output, is inspired by the messaging of sending ‘good vibes’ and will direct the look and feel of Viber globally.
Of the rebrand, Dan Moore, group creative director at Studio Output, said the main challenge was to “create a strong global identity that offers flexibility to local markets”.
Joining Studio Output on the Viber roster are Brothers and Sisters, hired to build brand strategy and deliver creative advertising campaigns, and Essence, chosen to manage Viber’s digital strategy and media planning worldwide.
Matt Charlton, CEO of Brothers and Sisters, called the appointment “huge and important” for the agency and that the global brand would require “smart and modern thinking and creative work”.
Essence’s head of media EMEA, Mark Syal, said the agency was “very excited to be working with Viber” and that it would be helping Viber to “deliver on its objectives” using data-led planning, across all digital channels globally and in both a strategic and activation-led capacity. He added: “This is exactly the kind of challenge we like”.
The news follows Mark Hardy’s appointment of CMO at Viber earlier in the year, tasked with overseeing the brand’s global marketing strategy from London and leading its marketing teams worldwide.
Hardy commented: “Now that we’re ready to dial up our global marketing efforts it was important for me to find partners that could work hand in hand with local markets and other agencies worldwide.”
At present Viber has more than 400m users worldwide and offers free messaging and HD-quality phone calls.