JIM (mobile) was a well known, noisy telco provider for teens. They asked us (Happiness Brussels) to help them become the opposite: a more mature everyman's brand on the budget end of the spectrum.
With given insights that fluctuated anywhere from “people have had enough of their phone companies” to “people want enough data and minutes” the one word that spoke to me was 'enough'. And just like that the Phonefullness movement was born.
Feeling... completely JIM. Not paying more than what you need. And not needing morethan what you pay for.
The overall aesthetics of the brand reflect both abundance and peace of mind. Oh and I wanted everything to look cheap. We were building a budget brand after all ...
Sadly I never got the idea past my boss. And it became a passion project. On the left are some campaign materials I imagined.