Fon was born as a movement "peer-to-peer". The business idea: blanket the world with WiFi, but the company needed to scale. For that reason, the strategy was to create a more solid Brand that was able to talk directly with the B2B world. The branding project involved the design of Fon’s visual and verbal identities, the application of the brand in digital environments and the creation of a co-branding strategy. The result is a new brand look, championed by a balloon-shaped WiFi logo that represents Fon’s value proposition of getting WiFi anywhere in the world.