Challenge
YES was well known as a broadband internet provider. We knew that getting a niche on the Malaysian mobile market would face serious competition with big players out there. The greatest challenge was to make users switch to the new YES 4G after 10 years of being with their regular providers.

Approach
Having conducted an in-depth analysis of the Malaysian mobile communication market we learned that most players offered similar value for money in terms of *unlimited internet, *wide coverage and *affordable prices. It suggested how to differentiate YES from the competitors: place emotions at center stage. Unlike others, YES didn’t position itself as a tech company. Something that consumers seemed to like and which led us to the idea for the new positioning.

Outcome
Our work resulted in the revised brand strategy with the new brand positioning founded on YES's unique and emotional attitude to its users and communication as such. To reinforce this, we also developed a new visual identity including an updated logotype with the more contemporary look and feel along with new colors, typography, and imagery that all together convey the brand's human and emotional approach.