Launched in 2009 by Cyril Vidal, a French entrepreneur, water sports enthusiast and construction professional, Crosscall’s ‘raison d’être’ was firmly centred around suitability. Crosscall has evolved its brand identity in line with the headway the brand has made in terms of being sustainable (right down to its packaging), providing product longevity, and its usefulness and desirability in both consumer, public and business markets.
According to Julien Fouriot, Crosscall Director for Africa, ‘With Crosscall phones and devices users can continue using devices instead of getting something new, they can have their device repaired instead of throwing it away, and users can be good to themselves and good to the planet at the same time. Our evolved branding is now aligned to represent this and the importance responsible consumption.’
Aligned to Crosscall’s ambitious positioning, the ‘C’ in the logo has been retained, but, has been split into two parts by a horizontal space representing tracing one’s path differently and circularity.
‘The two parts of the new logo represent the evocation of a virtuous circle of the circular economy, marking the new strategic axis of the brand positioning. By designing ultra-resistant products, Crosscall has always placed sustainability at the heart of its brand philosophy. This is a great opportunity for Crosscall to reaffirm and, at the same time, evolve its positioning,’ said Bertrand Czaicki, Director of Offer and Communication at Crosscall.
Aligned to the brand evolution, the company has not only redefined its logo, but has also produced a campaign aligned to this to ensure it is a resolutely forward-looking brand. To support the image of a sustainable company Crosscall has launched a digital campaign titled, ‘Here to Stay’ with a film created by advertising agency, Saatchi & Saatchi Paris, and produced by Transfuges.
On the product side, the division of the ‘C’ in the logo also has a deeper meaning. Dividing the market for Crosscall products into two major axes, namely the B2B market and the B2C market. While these two markets will use the devises in different activities in different environments – like the mining industry versus mountain biking or kayaking – the philosophy remains the same, ‘this is how we live’. A credo that has worked well for the brand and has enabled it to create a real community of afficionados in Europe and now South Africa. While the brand is switching to an all-black or all-white logo, it will distinguish its consumer products with a touch of lime colour, and will keep the original red for its professional lines.