Odido is a Dutch telecom brand born from the merger of T-Mobile and Tele2 Netherlands. I helped refine its new identity and led the design of the Odido Brand Portal,
a digital guide that turns complex brand rules into a clean, intuitive experience. Working closely with designers, developers, and agencies including We Are No Heroes,
we created a portal the client called “the icing on the cake and absolutely awesome.”
Role: Lead Designer, Product Design (UX/UI) Timeline: 4 months Tools used: Miro, Figma, Adobe Creative Cloud tools
Odido Brand Portal
About Odido Rebranding
Odido is a human-first Dutch telecom brand, designed to make technology more enjoyable and accessible.
Built around openness, participation, and optimism, it challenges traditional telecom norms while offering mobile, fiber, and TV services.
The playful logo, colourful gradients, expressive letterforms, and illustrations reflect unity in diversity, creating a warm, inclusive, and premium brand.
Guided by the principle of “premium for everyone,” Odido balances maturity with playfulness, and clarity with character.
Many talented teams contributed to this project, from TBWA/Neboko and Senior Designer Nastasia Broutin, to creative agencies
like BUCK and CoType™ (Diana Ovezea), as well as CODE D’Azur and We Are No Heroes.
Crafting the Odido Brand Portal
I led the Odido Brand Portal end-to-end, from structure and interface to content, working closely with Senior Designer Nastasia Broutin, who had shaped the brand
from the start, and our talented team. Together, we directed the portal’s vision and execution, ensuring continuity, cohesion, and a seamless experience.
The portal was designed to be clean, engaging, and fun, translating complex ideas into clear, usable experiences.
Every detail was curated for consumers, creatives, and internal teams. Its clean style lets the bold identity shine, creating an engaging, human,
and visually dynamic portal that turns complexity into clarity while keeping Odido consistent and approachable across all touchpoints.
The journey starts with Odido’s story and mission, followed by a playful, brand-led presentation of the logo, guiding users from vision to execution
and showcasing assets and real-world applications.
Below, I highlight some of the thinking behind the design and navigation.
Introduction
The experience starts with Odido’s story and mission. Navigation is flexible, via scrolling or a fixed side menu, while every section is designed to clearly explain each asset.
Horizontal Scrolling Gallery
To keep the layout clean and minimize vertical scrolling, we designed the image gallery to scroll horizontally.
This lets users explore visuals intuitively while maintaining a tidy, engaging look.
The Logo and Interconnected Pages
We wanted to ensure nothing was missed when explaining how to use the logo.
The portal covers all four versions, from coloured to solid to masked, along with minimum sizes, clear space, and placement requirements.
To make navigation intuitive, we also added buttons linking to related sections of the guidelines, ensuring users can explore the brand rules seamlessly.
Interactive Colour Palettes
We created human-friendly, rounded palettes that let users explore colours playfully, while accessing all the info they need — from colour codes to easy copying.
Click to Explore Gradients
We created four interactive panels that let users explore the gradient’s colors by clicking on each one. Click “Play” below to experience it!
Hover Scale / Zoom Effect
Each custom letter features a responsive hover effect, allowing users to explore and appreciate the details of its design. The font was custom made by Diana Ovezea CoType.
Grid Toggle
A simple, visible button lets users switch the grids on and off, helping them understand where to place elements
Step-by-Step Mirror Construction
Constructing the Mirror was a key part of shaping the layout, which is why we carefully considered how to explain it.
We decided to present the process step by step, rather than all at once, allowing viewers to follow along easily and ensure the Mirror’s axis always remains visible.
We used the same layout throughout, also in other sections, with clickable dots that enlarge and display descriptions on top of each image.
Making the interaction more intuitive and engaging.
Character Creation Process
We let viewers glimpse our character creation process using a consistent template throughout.
A clickable menu at the top, is always present in all sections, helping users become familiar with the format and navigate the content easily.
This to create a smooth and intuitive experience. Illustrations done by BUCK Agency.
Impact of the Odido Rebrand
Maintained a customer base of 8 million and achieved strong growth in mobile SIMs (+116,000) and broadband subscribers (+50,000 FWA by Q1 2025).
Revenue increased 1.6% to €2.3B; adjusted EBITDA grew 2.9% to €881M in 2024.
Capital expenditure rose nearly 25% to €551M to support expansion.
Over 70% of Dutch consumers recognised the brand within two months of launch.
Ranked #13 in Kantar’s Top 30 Most Valuable Dutch Brands 2024, surpassing T-Mobile’s brand equity.
Won a Gold Dutch PR Award 2024 for scale, impact, and disruptive approach.
Widely praised as a masterclass in bold, modern marketing and design, disrupting the Dutch telecom market.
Brand Office managed 1,000+ design assets; digital brand portal ensured consistent implementation and was praised as “the icing on the cake.”
Designers, employees, and customers found the portal extremely easy to navigate, download assets, and understand the strategy behind the brand, enabling them to create the best possible materials and making the portal a clear success.
What other creatives & designers think about the project
LinkedIn article by Arjan Kapteijns MM RM CEO Saatchi & Saatchi NL
Risk-taking pays off, the bold strategy helped build brand equity fast.
Cross-disciplinary collaboration in a focused, confidential environment accelerates creativity and execution.
Unified rollout strengthens brand memory, changing everything at once built coherence.
UNDERCONSIDERATION.COM
The Odido rebrand has been highly praised as a standout design piece, celebrated for its bold logo, geometric and gradient-driven system,
and for breaking away from conventional telecom branding.
It was notable enough to be featured on Brand New, a leading platform for design critique and inspiration.
Fully responsive on mobile
The portal performs seamlessly on mobile, thanks to its versatile and clean design.
Behind the work
Creating a new identity for a brand with 8 million customers isn’t an everyday task. The goal was clear: break away from telco norms. Instead of one colour, we embraced them all, reflecting Odido’s open and inclusive character.
Geometric shapes, warm gradients, a mirrored layout system, custom typefaces, bold photography, and playful illustrations bring the brand to life. Across digital and physical touchpoints, Odido stands out with a human, approachable take on technology. Odido is Premium for everybody. Human, forward-thinking and optimist.
Working alongside 100+ people, we kept every product consistent through close coordination, weekly alignment meetings, and carefully sectioned work in private spaces before launch. Despite the scale, constant checks ensured readiness, making it a collaborative effort full of passion, excitement, and fun.
UI Consistency
Behind the Scenes
It took time to perfect the look. The coloured logo on white didn’t stand out enough, so we switched to black. The delicate, ethereal font creates calm while navigating, and the logo sits at the top to convey strength. The template was refined over time for clarity and consistency.
After planning the structure of the Brand Portal and analysing each chapter, we created a clear plan and timeline to guide the work.
We had an overview of all page content - grey was done, red was to be finished!
We organised all content in Figma so the entire team could access it, check for consistency, and track progress. A consistent colour-coding system was used: green for completed assets, red for assets still in progress, and transparent grey for sections that were done and ready to be reviewed.
We prepared all content for export and placement in the portal, allowing us to review, refine, and hand it over to the developers efficiently.
And that’s some of the people behind it and the brand launch at Ahoy venue!
Credits
Lead Agency: TBWA\NEBOKO
Visual Identity: Studio Neboko
Spatial & Interior Design: DAY Creative
Custom Typeface: CoType
Positioning: New Growth Strategies
Digital Experience: code d’azur and NoHeros
Brand Operations: VIM Group
Illustrations: BUCK