New brand language for Israel's pioneer of cellular communication. We developed a logotype and a new language of communication for the well-established Pelephone brand. The communication strategy focused on the power of simplicity, honesty, clarity and empowerment. The new language reflects the brand's promise – the strength of simplicity. By adopting a simple, round shape and turning the logo into a highly identified and friendly icon, we helped to create a no-nonsense language that is straightforward and helpful.