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The GO brand landed the much coveted Benchmarks Best Telecommunications brand Award organised by Design Week of the UK. Malta’s leading quad-play telecom company managed to score success in the Benchmarks 2007 telecommunications category and beat the competition such as BT Touch, Airwave and du. This was achieved thanks to the international branding consultancy firm, Turquoise Branding, responsible for developing GO’s new brand identity.

The Benchmarks Awards, now running into their fourth year of existence, are specifically designed to set a standard in the recognition of excellence focussed on brand communication. They reward consistency of branding across an entire campaign and candidates are expected to demonstrate a strong strategic concept proven to work effectively across a number of platforms.

GO was felt to be the strongest entry with a very upbeat identity that reflected both the culture and geography of its audience and the technological advances of the product offering. The cohesion across all applications of the brand from packaging to retail on screen and advertising was also felt to be particularly strong.

GO managed to satisfy all these requisites - and much more. Turquoise handled the task of merging the positives of four companies - the national telecoms company Maltacom, Internet broadband provider Maltanet, mobile networks GO Mobile and the digital TV platform Multiplus - developing them into a single brand geared to provide cut-through in a fast-growing market, able to hold its own against increasing international competition.

“A big thanks and congratulations goes to all those who were involved in the re-branding project. We are pleased that after researching into all stakeholders across the four different companies, Turquoise together with GO’s marketing and communications teams and the company’s local agency ANG have developed a branding strategy for us which focuses on the importance of outstanding customer care and the promise of prompt delivery in all aspects of our wide-ranging business,” said GO’s Chief Executive Officer, David Kay.

“What’s more, the company’s strapline: ‘Made for You” is specifically designed to reflect GO’s customer centricity and to demonstrate without doubt that the new company can provide its customers with all they need in terms of both products and services,” he went on.

Speaking of the GO brand, Linda Garcia, Director at Turquoise Branding said: “GO was a fantastic brand to work with - a unique experience involving the challenge of creating a brand that will have real resonance and impact. The GO brand has a strong optimistic feel that lends itself to a variety of creative treatments. The mix of creative language and visual properties is bright, optimistic, positive future-proof and fun - a sure guarantee that the brand will enjoy longevity and stand out in the marketplace.”