CHALLENGE NZ-owned CallPlus is a full-service telco with ultra-smart products and services that save businesses big time and money. They wanted a significant rebrand: something motivational for staff, aspirational for buyers and compelling for consultants. APPROACH We coined the line, “Get clever,” to capture CallPlus’ entrepreneurial spirit and smarts, and connect with business people. Visually, we reappropriated the plus sign, turning it into a clever artistic device and an icon for CallPlus, with a vibrant orange colour palette that refused to be ignored. OUTCOME CallPlus was ecstatic. With a strong, cohesive identity that staff and clients could relate to, morale and sales strengthened too.