Description

Bakcell, one of Azerbaijan’s leading telecom providers, needed to evolve beyond functionality in an era of rising expectations. Its existing identity no longer reflected the brand’s emotional relevance or future focus. The challenge was to shift perception from a service provider to a brand that enables meaningful moments. The new brand strategy—“making moments that matter”—positioned Bakcell as a people’s champion, supporting real life, emotions, and connections. Creatively, the work balanced boldness, simplicity, and modernity while staying emotionally close to its audience. A dynamic star system became the brand symbol, applied across all channels—from redesigned retail spaces to energized digital assets. The transformation gave Bakcell a fresh voice and stronger emotional presence, connecting with a wider audience, especially younger users. Internally, it brought clarity and pride; externally, it made the brand feel bold, fresh, and confident—successfully meeting the objective of becoming more emotionally relevant and future-ready.

Credits

Roberto Verona Saffron Brand Consultants Creative Director Directed the creative concept and visual identity
Elliot McKellar Saffron Brand Consultants Lead Designer Designed new brand identity
Claudia Machado Saffron Brand Consultants Senior Client Manager Managed agency-client collaboration and delivery
Elkhan Sadiqzadeh - Bakcell - Marketing Director - Led strategy and brand direction
Numraddin Huseynov - Bakcell - Head of Marketing Communications - Led strategy and brand direction
Vusala Rzayeva - Bakcell - Manager of Brand and Advertisement - Led brand presence and execution across all touchpoints
Nahid Mammadzada - Bakcell - Digital Marketing Manager - Led digital activations
Rena Azizova - Bakcell - Senior Media Placement Specialist - Led media planning and placement