Creating a bold, flexible 5G identity that fuelled T STAR’s growth — and its merger with a market giant
As Taiwan geared up for 5G, challenger carrier T STAR needed stopping-power. We built a modular system around a dynamic “X.” The shape is lifted from the diagonal of the brand’s T, mirrored to signal connection, multiplication and the unknown. It frames photography, animates in UI and anchors signage. A high-energy magenta, balanced with black-and-white clarity, sets T STAR apart from staid incumbents. I oversaw concept, guidelines and rollout.
The fresh identity attracted a younger, tech-hungry segment; two years later T STAR’s strong momentum led to its merger with industry leader Taiwan Mobile.