Bell made history by becoming the first Canadian telecom company to create and launch its own smartphone. Designed to compete with mid- and low-tier devices, it needed to show that it was a phone that offered good features at a great price. The video showcases how all brand elements—from the wordmark to the single-weight custom typeface—were carefully designed to express a humble, but uplifting voice.

—

Chief Creative Officer Angus Tucker
Senior Design Director Matthew Boyd
Design Director Marcelo Hong
Senior Designer Katherine Ross
Copywriter Evan Wallis
Identity Design Katherine Ross
Typeface Design Jason Vanderberg