"Zag's new identity builds on the existing strengths of the EE brand, and supercharges them. 100% new, 100% EE, the result is a refreshed, re-energised, rethought brand for a new era that goes far beyond its roots in mobile."
"Built to stretch, the brand dials up its distinctiveness with enough extra elasticity to cut through in multiple new categories. The smart dot, Zag gave it a new, simpler aesthetic, and defined new behaviours to allow it as much playful, memorable, multi-channel utility as possible."
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