Online Local Directory Service Brand Creation
market research/ brand strategy/ brand naming/ brand identity design
KT(Korea Telecom) wanted to develop a new business providing customer-review driven online local directory service that would be the first of its kind in South Korea. the bread and butter defined its brand central idea as 'Digital Mutual World', and created YELLO, a coined name that expresses; 1) Yellow page(online directory service) + Hello(KT's local business-friendly service), and 2) Yes(encouraging messages to small local shops) + Hello(real people connects). By focusing on customer review-driven business and tapping into the idea of connecting people, the final symbol shape was decided with the concept of 'speech bubble'. As KT decided to apply an integrated brand communication policy under the corporate brand OLLEH, YELLO is now changed to the brand OLLEH TOWN.