Naming, Identity, Brand Strategy & Communications
For Telefónica Internacional

HiWi is the name for a new concept of products and services designed to integrate communications within the home.

A brand to define a new category. The HiWi gateway was positioned as a product that defines a new category telecommunications in the Latin American market. The hardware is capable of linking all digital devices in a home and is bundled with value added services. With this initiative and brand strategy, Telefónica´s objective was to introduce an innovative service and a strong brand to define the category.

We were commissioned to define the brand strategy and develop a name and communications concept. Ad campaigns were developed by Y&R and DDB. Due to the rebranding of Telefónica as Movistar in 2010, all proprietary product and service names were eventually changed to generics, this included the new HiWi brand.