In summer of 2001 Hutchison3G began planning the launch of a totally new mobile phone concept in 2002. The world had experienced nothing like it. Third generation phones were a technological revolution. People had no idea what they could do or what having this type of functionality at their fingertips would mean.
It seems hard to believe less than a decade later. This launch was hugely significant. Huchison commissioned Newlyn to create an identity that would reflect all of this and more. What they wanted to communicate was the essence and lasting impact of this technology.
The functionality of the device inspired the concept which was dubbed RealPlay. It was about not having to choose one OR another, but having it all. Not the best of both worlds, but both worlds at once, the maximum possible.