Melita rebrand & communication strategy.
Melita is the largest Maltese telecommunications company, offering services locally and increasingly throughout Europe. Since starting as a cable TV company, the brand has grown with new technologies and now offers quadruple play telecom services. As the brand grew, customer expectations increased, and our firm was approached by the company's leadership team to transform Melita’s brand and communications. Leading to what is arguably Malta's biggest rebrand in decades. Following extensive brand health research led by McKinsey, we were tasked with directing the repositioning and rebranding of Melita, allowing the company to change the market perception while still making the most of existing brand equity. After winning the pitch, we worked with Serviceplan to develop a brand identity to position Melita as a trusted brand, connecting people at a faster pace than ever before.
Through their very name, Melita is intrinsically tied to Malta, the local identity and heritage. This powerful emotional connection to the brand in the market, through communication stress tests and brand perception studies, proved to be one of Melita’s greatest strengths. With this in mind, we drew inspiration from Malta for the new branding, starting with the bold, light-blue brand colour, symbolising the surrounding sky and sea, contrasted with a bright pink, symbolising innovation and standout, true to the nation’s bold character. The rebrand was implemented across all levels of the brand architecture. To further build Melita’s connected identity across these sub-brands, we created the ‘messaging’ mechanism, as the brand shape designed within the dot on the i in Melita for visual structure and consistency in communications. We also developed a company positioning statement and comprehensive brand book, with communication goals and guidelines for different channels and platforms, and a three-year marketing strategy.
The new brand was launched in 2017, alongside the launch of a new product, NexTV. All major touch-points, online and offline, were redesigned in line with the new brand. Within three weeks of the launch, Melita experienced their first net increase in subscribers (net-adds) in eight years. The rebrand also resulted in continuously improving customer and market perception, and Melita has continued to grow, now operating across borders with service offering in Italy, Switzerland and across Europe.