Lifecell Identity Refresh

Vandog agency: Iryna Metneva - Creative director Zhdan Zabashta - Creative director Vlad Burma - Art director Maksym Kobuzan - Font designer Daria Bairamova - Designer Olga Tyshchenko - Client Service Director Victoria Kondratyuk - Project Manager lifecell: Avi Schupak - Head of marketing communications and brands development  Tetiana Ilienko - Brand management expert 

The task was to refresh lifecell’s corporate and brand identity while preserving its recognizability by creating a modern visual system that would be flexible, easy to use and emphasize the brand’s technological character. The need for change was driven by external circumstances. After lifecell transitioned from the Turkish company Turkcell to the French investment group NJJ, the brand lost the license to use parts of its original visual identity - including the recognizable logomark. At the same time, the logotype required a subtle refresh while preserving its recognizability. Large-scale replacement of physical signage across the country was impossible due to budget limitations. Another challenge was an outdated brand book that no longer supported the brand’s communication needs. Insight After losing the logomark and its distinctive “horn” element, the brand was left with almost no visual language. Among Ukrainian audiences lifecell was mostly perceived simply as a “yellow brand” with a basic wordmark. Once the symbol disappeared, the entire visual system collapsed with it. This revealed a fundamental gap: the brand identity depended on a single graphic element rather than a flexible design structure. Solution Instead of introducing new visual elements, we turned the logotype into the foundation of the brand identity. First, the logo itself was subtly refreshed - making it more technological and contemporary while preserving its recognizability. We then deconstructed the letterforms of the logo and extracted their key geometries. These shapes were transformed into three core graphic elements - Corner, Cell and Wave - which became the building blocks of the visual language. By combining and rotating these elements, we created a modular pattern system capable of generating countless compositions while maintaining brand recognizability. The identity system expanded into a full design toolkit that includes: – a color palette based on lifecell’s signature yellow and blue – gradient systems that add depth and motion to communications – icon set built on the same geometric grid – animation principles that extend the visual rhythm of the identity – a custom corporate typeface, lifecell Sans Together these elements form a flexible and scalable design language. Result lifecell gained a scalable visual system rather than relying on a single visual symbol. The identity now works consistently across digital interfaces, communication materials, brand environments and motion design. The refreshed system modernizes the brand while preserving its recognizability, works efficiently across both online and offline environments, and creates a strong foundation for future growth and integration with Volia and Data Group.