BigCity Creates New Package Design Standard for Bell Sympatico

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BigCity was called in to create the package design for an innovative new product due to launch in four weeks. The resulting design solution set a new standard for package design within Bell Sympatico, and has changed the way the company communicates with their customers through packaging.

An urgent call from the client started BigCity's relationship with Bell Sympatico. With the launch of an innovative new product called Sympatico High Speed Unplugged pending in 4 weeks time, Bell Sympatico needed a new brand, new packaging, and supporting collateral ready for shipping prior to the deadline.

Bell traditionally only works with Canada's largest top agencies. Using a high quality smaller agency like BigCity is sometimes required when time is of the essence.

“This was one of the fastest product launches in the history of Sympatico,” said Jennifer Lee, Associate Director, Broadband Wireless Access - Sympatico Consumer Marketing Strategy. “I needed a company that could pull out all the stops and meet our timelines without excuses. BigCity's flexibility and agility allowed us to respond to the market with an innovative and effective solution to both our brand and packaging.”

Committed to the project timeline, BigCity produced a wide variety of options and included customer participation early in the process. The packaging developed for Sympatico Unplugged is distinct and communicates the value proposition “Internet You Can Take With You.”

“Not only have we changed the way we communicate with our customers through our packaging,” said Lee, “the design architecture BigCity created for us sets a new standard for package design at Sympatico."

BigCity is applying its packaging design methodology and collaborative approach to other new Sympatico products such as Optimax, the new fiber optic service that delivers high bandwidth to homes.

“We are very serious about speed and execution,” said Tim Robertson, Creative Director of BigCity, “and our creative is focused on creating clarity in a cluttered marketplace.” He challenges his clients to think differently about how branding and packaging are designed and communicated.

Sympatico High Speed Unplugged is a nation-wide wireless broadband service which delivers a portable way for consumers to get online. Available in both urban and rural areas, the service offers wireless internet access with speeds of up to 3 mbps.

Visit Unplugged Case Study for a case study about Sympatico Unplugged, as well as a special report on why focus groups for packaging design don't work.

About BigCity

BigCity Graphics, Inc., is a package design agency located in Toronto, Ontario. It creates effective, innovative brand and package design solutions for products in a cluttered marketplace.

Media Contact:

Tim Robertson, Creative Director

BigCity Graphics, Inc.

direct line: 416-944-9129

BigCity Media Page

Company Contact:

Tim Robertson, Creative Director

BigCity Graphics, Inc.

direct line: 416-944-9129

BigCity Website


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