BPO


Freewheel by Collins, United States

Opinion by Richard Baird.

Logo and brand identity by New York based graphic design studio Collins for Freewheel, a wi-fi only mobile phone service

Freewheel is a dedicated Wi-Fi only mobile phone service launched by American cable television company Cablevision. Freewheel allows people to break free from contracts by providing unrivalled communications accessibility without large and expensive data plans and hidden fees. This is made possible by a network of over a million Wi-Fi hotspots.

Freewheel’s egalitarian intention and connectivity is effectively expressed by its visual identity, created by New York based studio Collins, through a unifying flag-based graphic device, which then expands into a bold, dynamic and multi-coloured visual language of lines and intersections and a similarly styled logotype. These go on to link print communication, packaging and website with a youthful and empowering quality.

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Room Essentials by Collins, United States

Opinion by Richard Baird.

Logo, photography and packaging by Collins for Target's modernistic home furnishings range Room Essentials

Room Essentials is a line of modernist home furnishings created and sold by American retailer Target. The range covers over 2,000 products across 60 categories, and includes items such as blankets, lighting, chairs, tables and tableware.

While securing significant revenue for the retailer, the range has, over the last five years, experienced a downturn in sales generated by its Millennial demographic. With this in mind, and with the intention of recapturing the enthusiasm for and interest in the range, Target commissioned New York based Collins to reimagine Room Essential’s brand identity.

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