Vodafone wanted to create a brand for a discount e-commerce platform, separate from their masterbrand in look and feel. It was important that the new brand felt both populist, established and trusted from launch, as well as the respective .com url being available to buy at a standard price too. With no advertising to support the new brand, the name and logo had to cut through on price comparison sites at the size of a postage stamp. The LogicLogicMagic® approach shortlisted eight potential names. HyperMobile was chosen for the implications of flexibility, speed and modernity. The colour palette echoed that of Instagram to give a strong sense of familiarity. The logotype was designed to work at the size of a favicon. Site traffic numbers were strong from launch, showing the trust in the new brand design.