Drei Redesign
As part of my diploma thesis at Die Graphische, I developed a bold and experimental rebranding concept for the telecommunications company Hutchison Drei. The project was created in close consultation with the Creative Director of Hutchison Drei in Austria and focused on reimagining the corporate identity in a fresh, more daring way. The concept centered around a summer teaser campaign, gradually building anticipation and leading into large-scale outdoor events such as Formula 1 and the UEFA EURO 2024. Both potential new customers and existing customers were to be engaged not only through the campaign itself, but also through branded merchandising items that reflected Drei’s core brand values and extended the experience beyond the event.
This project demonstrates the power of a holistic rebranding approach when combining identity design with real-life experiences. It emphasizes the importance of connecting brand values with tangible touchpoints such as experimental visual language, live events, or merchandise. The process also shows how designing the journey from teaser to final activation generates both excitement and long-term brand loyalty.
