Case Study: A1 unifies its brand identity across Europe with Saffron Brand Consultants

A1 extends its brand to 7 European markets with Saffron Brand Consultants

The customer, A1, a leading Austrian telecommunications company formed from a merger, faced the challenge of unifying two competing brands without losing their individual strengths. They engaged vendor Saffron Brand Consultants for services including brand architecture, identity, and positioning to create a new brand that signified change while feeling familiar.

Saffron Brand Consultants developed a flexible brand identity with a core idea of "All becomes one," featuring a morphing logo and a bespoke typeface. This adaptable system was applied across all touchpoints, from retail environments to business partner campaigns. The solution was so successful that the A1 brand was extended to seven European markets, helping the group become one of the fastest-growing telecom operators in Europe, with Saffron continuing as a long-term partner.

A1