Following a 2020 rebrand that saw UScellular update its logo for the first time in 20 years, the country’s fourth-largest carrier today unveils a new masterbrand direction and accompanying ad campaign that seeks to position it as the premier local-first cell service provider in the U.S.
(Formerly styled as U.S. Cellular, the Chicago-based carrier tweaked its brand identity and logo last September to emphasize the “US” portion of its name in a creative move handled by MullenLowe.)
Now operating under the slogan “America’s locally grown wireless,” the company tapped Droga5 to lead the creative charge on its new masterbrand platform, which will make its public debut via an integrated multi-channel campaign that pays homage to the company’s local roots while noting its place at the forefront of today’s telecom innovations, such as the rollout of 5G technology. The effort paints the company as a champion for areas that can sometimes be on the back-burner for the “Big Three” U.S. cell carriers: AT&T, Verizon and T-Mobile.
The strategy is "reframing UScellular’s regional nature as a strength and really highlighting how its closeness to communities is creating better service,” says Karen Land Short, executive creative director at Droga5.
The “America’s Locally Grown Wireless” campaign is the first work Droga5 has done for the company since landing it as a client late last year, she confirms, and was undertaken in partnership with Accenture Interactive.
A core element of the campaign is reflecting the cell carrier’s internal culture, according to Land Short, who notes UScellular is “really community-focused” and employs more staff in the areas it serves than many rival wireless companies. “They wanted to really be true to who they are,” she says.