Felix Mobile
Four years building a challenger telco into a brand people actually remember.
Role
Year
Channels
Brand, Campaign, Digital, UX/UI, Social, Retail, Packaging
Felix Mobile is an Australian MVNO - a digital-first, sustainable telco taking on the big players on price, purpose, and personality.
Overview
A four-year in-house creative engagement - developing campaigns, brand identity, digital, retail, packaging, and social across every channel, in partnership with agency Thinkerbell.
Brand awareness +44% (23% YoY)
The Challenge
When I joined in 2021, Felix was being confused with cat food. Brand assets were inconsistent, awareness was low, and the sustainability story - while genuine - wasn't converting. The brief was to build a brand that could grow fast, scale across every channel, and connect with a new generation of mobile customers.
What I Did
Identity
I led the strategic decision to rename from "Felix" to "Felix Mobile" - a small change that immediately improved search visibility, consumer clarity, and brand linkage. Working with Thinkerbell, I directed a full logo redesign and built a scalable design system covering guidelines, tone of voice, and templates across web, campaign, retail, and CRM.
Campaign - Not All Talk
The brand needed a voice. I partnered with Thinkerbell to develop Not All Talk - a campaign platform built around a puppet mascot I helped shape from concept through to gesture guides and channel execution. The mascot gave Felix warmth, distinctiveness, and something no other telco had: a character people genuinely liked. Brand awareness rose 23% in the 12 months following launch.
Digital & Social
I redesigned the Felix website and app UI around a mobile-first, modular system built for speed and consistency. On TikTok, I led a lo-fi, personality-driven content strategy that grew the brand from zero to 13K followers in under a year - entirely in-house, with no paid influencer spend.
Retail
I designed and launched Felix into mass retail in record time - SIM packaging, POS, and customer journeys built specifically for a supermarket environment, where the brand had to earn attention without any of the digital tools it relied on elsewhere.
The Result
Brand awareness up 44% over four years (23% YoY).
80% YoY sales growth.
13K TikTok followers from zero. Second best in category.
National retail expansion delivered on schedule.
Felix now recognised as a top-performing business unit within its parent company.
