HYLA Mobile | Making The Leap To A New Brand
Willoughby partnered with B2B company eRecyclingCorps (eRC) as they began to look beyond their successful start-up business of mobile device trade-in and into the larger world of reusable technology. Working together, we introduced HYLA Mobile in 2014, and helped turn eRC into a powerful new brand, poised to take its place in the new sustainability economy.
The launch of HYLA Mobile meant the opportunity to stretch creatively and concept, write and shoot a new corporate video created in collaboration with Issac Alongi Photographs & Films. The video needed to work in both a B2B and B2C environments without specifically catering to either to have a longer lifespan and set HYLA for the next phase of development.
With a new brand comes a new name and after many naming rounds and considerations ranging from technology-based to sustainability we chose HYLA Mobile and a new tagline: Mobile Reconsidered.
Hyla is a genus of tree frog that makes its homes in healthy ecosystems around the world and the new tag engages the audience to think again about opportunities to reuse used mobile devices.
This new name gels perfectly with eRC's history as the company mascot had always been Freddy the Tree Frog. Genial Freddy has been given a facelift and now serves as the inward-facing brand champion for internal communications. His footprints can be found in company collateral as well as marketing materials.
Statistics show that an engaged employee works harder, stays longer and is generally happier. We firmly believe in including employees in any new brand launch. So we created the HYLA Mobile Brand Book. It's inspiring but not patronizing, sincere but fun and meant to be what we call a "Bad Day Book," something to pull out now and then to remind you of why you came to work today.
The new brand and internal rally cry "Change The Industry That Changed The World" was extended into corporate headquarters and a secondary corporate office to engage employees with the new look and feel on a daily basis. Internal "mantras" are incorporated into the halls and office space. The entire wall opposite the elevator bank is now covered in FilzFelt, a biodegradable and renewable 100% wool material, to echo the sustainability message that filters down through all HYLA Mobile messaging.