market research/ brand strategy/ brand naming/ brand identity design

KT (Korea Telecom) wanted to develop a business providing customer-review driven online local directory service. If it were to launch successfully, the online directory service would be first of its kind in South Korea. The bread butter defined its brand central idea s 'Digital Mutual World,' and created YELLO, a name that expresses
1. Yellow page (online directory service)+ Hello (KT's local business-friendly service)
2. Yes (encouraging message to small local shops) + Hello (real people connect)
By focusing on customer review and tapping into the idea of connecting people, the final symbol was rooted in the shape of a 'speech bubble.' As KT decided to apply an integrated brand communication policy under the corporate brand OLLEH, YELLO changed its brand to OLLEH TOWN.