Renaming & Rebranding Tele2 Germany

Contributing to a better future: sustainable brand and company name for the national repositioning of telecommunications provider Tele2.

A new positioning needs a new name

A breath of fresh air is blowing through the world of mobile communications and Tele2 wants to join in! Gone are the old days, when it was all about price communication. Now it is time for a change and, above all, time for a new brand and company name that carries this change into the future. Tele2 wants to broaden its positioning: more business-to-business, more prepaid options and a good amount of fiber optics to top it all off.

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But wait, there's more! The provider doesn't only want to do business, but also to turn new values into new messaging. Above all: sustainability, authenticity, humanity.

And the target group? Those who live consciously, are optimistic and keep an eye on the environment.

It is therefore important to have a brand name that embodies all of this. A strong brand personality that radiates closeness, competence and a sense of responsibility.

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A heart-felt name development

And there it is: Amiva!

Sounds lovely: a bit like a friend who is always there for you. After all, the corporate motto is: responsible mobile communications that comes from the heart. With green tariffs and ideas for a better world. Small steps, hand in hand — that's Amiva. Attentive, mindful and ambitious — that's all in this name. And the best part? It has a natural, therefore trustworthy sound. Just like a smile shared between friends.

"Endmark hat uns kompetent und unkompliziert im Rebranding-Prozess der Tele2 Deutschland unterstützt und uns dabei begleitet, eine in jeder Hinsicht nachhaltige Marke aufzubauen. Mit viel Herzblut schärften die Expert:innen unsere sprachliche Identität und lieferten wertvolle kreative, sprach- und kulturübergreifende Ansätze."