M1 Limited (M1) previously known as MobileOne was launched in 1997 as Singapore’s second telecommunications provider. After 10 years of successes, M1 launched a new look in 2008 as part of its ‘making things brighter’ campaign. The logo also acquired a new brand direction that would embolden it in a blaze of light and dynamism.

Discover + Develop + Deliver
We explored several directions together with our parent company, Bonsey Design Partnership, before moving into filming a sequence of live sparkers at high speed to allow for the complete process to be seen in both still form and as film.

After selecting the most dynamic light movement, we then integrated them into a 5-second animated end tag sign-off with a 3D M1 logo formed in the light. The campaign was a huge success, running across all media platforms, from print to television.