Evolving Asia-Pacific’s biggest telecommunications brand with global ambitions

MyRepublic

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##### In brief

Founded in 2011, MyRepublic is the fastest growing telecom operator in Asia-Pacific, with operations across Singapore, New Zealand, and Australia. MyRepublic’s mission is to be the world’s largest enabler of deep, meaningful, trusted relationships between customers and products. With these not-quite-modest credentials firmly under its belt, the telecoms giant is set to expand further into the world.

Over the past ten years, the business has grown remarkably from a challenger brand to an industry leader through its ability to enable the seamless delivery of layered services to consumers and businesses. MyRepublic leadership have invested in its future wisely, expanding connectivity services and growing its unique platform offer, a telco-to-telco business solution that brings the cloud-based software based on open standards to other telecommunication companies across the globe. 

With an ambition to become a leader in the global telecom sector, one that is set to play out over the next decade in one of the most exciting regions of the world. 

In recognition of its journey from a challenger to a global telecom leader with a global growth ambition, MyRepublic asked Superunion to transform its brand. And we responded by designing a brand with pizzazz. 

 
##### What we did

Our strategy was to mark a generational shift within the organisation’s brand and culture. We wanted the brand to reflect its status as an industry leader, whilst keeping true to its legendary down-to-earth personality, with a refreshing sprinkling of Gen Z. 

Inspired by MyRepublic’s mission to be the world's largest enabler of deep, meaningful, and trusted relationships between customers and tech products, we asked MyRepublic customer community what they think of the brand. 

Guided by their positive reviews, we created a brand idea which summed up its personality: ‘People who get People.” This big organising idea was used across the new visual identity and a brand campaign, ‘No Surprises’, which epitomised a friendly, personable tone of voice in the messaging and imagery. 

Working in partnership with MyRepublic's in-house team, in collaboration with Amsterdam-based illustrator Raymond Burger, we created an identity with screen-first principles. Using an evolution of the brand's signature rocket silhouette, set against its iconic purple brand colour, the new logo simplifies and modernises the original marque to be instantly recognisable, no matter if viewed on a 50-inch display or a five-inch smartphone.

With the new brand identity, MyRepublic vastly differentiated itself from other internet and telecoms service providers. It embraces a modern, personable tone and personality that is intelligent, yet down to earth. Setting it apart from other brands in the industry, to boldly go - into new realms - where no others has gone before.

> “The new logo is being progressively rolled out, beginning with our digital marketing assets such as its website, google ads, and social media. The refresh of its physical stores will happen with immediately effect until 28 February.” <br>

> *— Ji Jing, Group CMO* <br>


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Evolving Asia-Pacific’s biggest telecommunications brand, MyRepublic, to be a brand with an ultra-modern feel and down-to-earth personality.

Superunion | MyRepublic

Superunion is now Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

Design Bridge is now Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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MyRepublic

Evolving Asia-Pacific’s biggest telecommunications brand with global ambitions