WHAT’S UP

WHAT’S UP has evolved far beyond the boundaries of a traditional prepaid mobile service, becoming a comprehensive lifestyle ecosystem. It offers communication services, mobile app experiences, rewards programs, partnerships, music and cultural events, as well as content that meaningfully connects with the interests and everyday lives of its audience.

Starting with the redesign of the logo and retaining the brand’s iconic lightning bolt as a core element of its identity, we developed the concept of the “spotlight”, a visual expression of WHAT’S UP’s ambition to bring the next generation to the forefront. The result is an identity that radiates energy, confidence, and authenticity through a distinctly digital-first approach.

At the heart of the system lies a bold and instantly recognizable visual language. Custom typography with a strong personality, dynamic layouts, a refreshed color palette, and subtle magenta references to the Telekom ecosystem come together to create an identity with a distinctive character and strong brand recognition.

More than a set of design guidelines, the new identity was conceived as a flexible communication system that seamlessly adapts across formats and applications, from outdoor campaigns and social media content to digital interfaces, motion assets, and packaging.

The result is a cohesive yet vibrant identity that visually expresses the modern, agile, and constantly evolving nature of both the brand itself and the audience it serves.