Ding is a mobile telecommunications service aimed at people who want to communicate with friends and family in other countries, allowing people to send so called "top-up" credits to be used for talk, text and data on their mobile phones. Since its foundation it has expanded to 110 countries, working with 300 mobile operators and one million costumers.
It was marketed as Ezetop until the beginning of July when it relaunched as Ding* with a new brand identity developed by DixonBaxi. The name and the asterisk allude to the arrival if a top-up credit. Overall, the brand identity wants to communicate simplicity simplicity and speed.
"In April 2014, DixonBaxi were asked to create a new brand framework, including a differentiating proposition for the brand. The result is a new ‘brand way’ for ding* that brings to life the simple product that has a big impact on people’s lives.
The design system has established a visual metaphor for top-up and a distinct tone of voice for the brand with a phraseology that reflects that quick, snappy, bite-sized functionality of the product. Key phrases have been created that reflect how the brand feels about what it does. For instance, a top-up is about making small practical gestures rather than simply giving a gift, so the phrase ‘Hours not Flowers’ has been adopted as an internal ding* mantra.
Everything about the brand graphics reflects the simplicity and speed of the product and gives the business fantastic cut through as it continues to drive the growth of international top-up sector." - DixonBaxi press release