A New Look for Timor Telecom

CHALLENGE

Timor Telecom was going through a critical moment in its history. it carried a strong legacy in the development of the country’s telecommunications, but was also perceived as an aging brand, increasingly irrelevant, especially among younger audiences. brand awareness remained high, but emotional connection and preference were declining.

the challenge was clear: to rejuvenate Timor Telecom, regain cultural relevance, and reconnect with a new generation, without losing the symbolic value that ties it to the country.

INSIGHT

in a market where offerings can be easily replicated by competitors, a truly distinctive and inimitable territory was identified: Timorese identity. a strong emotional asset among older generations, yet still underexplored as a driver of desire among younger audiences. the rebrand needed to transform this national pride into a living, relevant and engaging force, expressing a new brand attitude: closer, simpler and more contemporary.

SOLUTION

the rebrand took shape through the creative concept “Liga Mais”/ “Connect More”,  a simple yet powerful idea that works as both a functional and emotional promise. “Liga Mais” goes beyond connectivity. it speaks to the connection between people, generations, and identity.

building on this concept, a new visual and verbal universe was developed to revitalize the brand without compromising its recognition:

🔵 a more approachable and inclusive language, with a direct, positive and unifying tone;
🔵 a contemporary, flexible and dynamic visual system, designed for digital and social platforms;
🔵 a renewed expression of Timorese identity, reinterpreted in a modern way, moving away from institutional or outdated codes;
🔵 a simplified communication architecture, aligned with the new structure of plans and offerings.

to organize the communication of the new brand, distinct key visuals were developed for each of the six plans, each with its own color, icon and language, ensuring immediate recognition across all touchpoints. a special case was the Traveller Plan, designed for tourists and international visitors, with an identity intuitively recognizable to anyone arriving in the country, regardless of language. Proof that a well-crafted identity doesn’t need explanation.

we developed a complete rebranding project, supported by an OOH campaign, TV commercial production, and social media extensions. We also created all in-store materials, including the full stationery suite, uniforms, and digital assets, ensuring consistency across every brand touchpoint.

in addition, we were responsible for the UI & UX and the development of the new website, delivering a digital experience aligned with the brand’s new positioning.

when creating timor telecom’s new visual system, we looked beyond the present and into the brand’s future. at the time of the rebrand, Timor-Leste did not yet have fiber optics, but we knew that moment was coming.

with that in mind, we developed a natural evolution of the visual identity, already anticipating this transition: the geometric shapes that define the brand’s graphic system transform into a continuous, fluid line, directly referencing fiber optic cables and conveying a sense of movement, speed and real-time connection.

this way, when fiber arrived in the country, the brand was already prepared to evolve alongside it, without losing its essence, only gaining even more energy and contemporaneity.

RESULT

the result is a brand that moves away from communicating like an institutional telecom operator and begins to act as a true platform for human connection. “Liga Mais” transforms timor telecom from a forgotten brand into one that becomes part of everyday life again, closer, more relevant, and more connected to the present and future of Timor-Leste.