Boosting Boost

Boost Mobile, a “lifestyle-based telecommunications brand” and provider of mobile phones to the hip, the young and the restless has recently unveiled a new identity overhaul “engineered” by the equally hip Attik. The redesign includes the logo, of course, as well as a set of identity enhancements including new typefaces and colors in order to consistently brand the multitude of online and product offerings — from their online communities to the Boost Mobile Pro surfing competition. Boost Mobile is clearly targeted towards a young consumer — their web site touts 4.3 million customers with the majority under the age of 25 and their TV ads are nothing short of head-scratchers — so this redesign is spot on, especially in taking the original design and