EE came to us in 2021 for help with a new name for their service team. It’s not a brand-new idea: Apple has Geniuses, Disney has Imagineers, Nando’s has Nandocas – EE wanted their own version to bring their brand to life.

We were looking for a name that would embody EE’s new brand promise: to inspire and free the innovator in everyone. With a big brand relaunch underway, EE wanted the quality of their service to become as fundamental to their brand identity as their products or network.

We worked with the network over a period of months, researching, brainstorming and creating longlists of possibilities. And working closely with stakeholders from all over the EE business, we found our way a great answer: from 2022, EE service staff would be known as EE Guides.

The shift is subtle but fundamental – rather than being salespeople or customer service operators, guides take you towards something, sharing their expertise with you.

And it puts EE’s people at the forefront, in what can sometimes be an impersonal industry.