Lyca Mobile

Connection through purpose-led CX


Lyca Mobile was ready for an upgrade. It announced plans to invest £250 million over the next three years as the mobile virtual network operator (MVNO) eyed up ambitious growth. The UK-based MVNO (part of the multinational Lyca Group) was at a critical juncture of change with new state-of-the-art technology platforms, content partnerships, and international expansion. Lyca Mobile had traditionally been a low-cost international calling network but wanted to grow its target market through a new set of differentiated products, content, and services communicating with a wider audience.

Lyca Mobile came to us to evolve their brand and develop a renewed purpose-led customer experience. They wanted the trust and empathy that Lyca Mobile uses to fulfil its brand mission – connecting people with their loved ones – to be brought to life through a refined positioning, modern brand identity, and warm tone of voice.


The brand’s mission informed all our thinking around the identity development and CX strategy.

We knew that to stay competitive, the brand needed to convey that Lyca Mobile had evolved into a larger ecosystem providing exceptional digital experiences through the entry point of mobile. Another key challenge was creating relevancy between loyal customers and the new audience Lyca Mobile hoped to attract.

We identified three core parts needed to create and communicate Lyca Mobile’s new CX-centric offer: brand & messaging, product & experience, and infrastructure & ecosystem. Successful interactions between these elements would lead to meaningful brand experiences aligned with brand promises, a seamless and innovative product portfolio, and the use of digital to accelerate brand growth.