Creating a bold, flexible visual identity that helped T STAR thrive and ultimately merge with a market leader
About the project
As Taiwan’s telecom market entered the intense competitive 5G era, T STAR needed a brand identity that could signal innovation and connect with a younger, tech-savvy generation. We partnered with the team to launch a refreshed 5G brand identity that was bold, adaptable, and distinctly different from legacy telecom brands.
At the core of the new identity was the “X” mark — a symbol of connection, possibility, and the future. This visual anchor appeared across digital and physical touchpoints, from packaging and store signage to motion graphics and campaign visuals. We built a full identity system around this, using a vibrant pink as the brand’s new signature color, paired with clean black and white contrasts for a future-forward feel.
Result
The new identity helped position T STAR as a bold player in the 5G space and build momentum with a younger audience. The brand’s rapid growth and success eventually led to its merger with industry giant Taiwan Mobile — a signal of the brand’s impact and evolution.