The Light Phone

The Light Phone found its balance in the minimal cell phone marketing in 2025 with the release of the Light Phone 111. The LP3 was technologically advanced and catered to a market of digital detoxers. People that realized algorythms were pushing them to doomscroll and never disconnect from their screen devices. The LP3 broke the mold of dumb phones with a balance of modern day convenience many in society became reliant on and the reduction of almost all unneccessary digital evils. A premium, purpose built, design forward device that not only looked and felt fantastic, but benefited humanity by allowing them to use the LP3 as a tool and not an addiction. Less apps means less scrolling, less distraction and more conversations. Less tech, like third party apps, means less screen time and more humanity. It's as if innovation has come full circle. One might say, it's the minimalist phone for modern times.

This in-fact was the campaign idea behind the Light Phon3 launch. "The minimalist phone for modern times." Minimal was embraced further with the launch of "The Minimalist Life" podcast, newsletter and viral campaign. An educational process to minimalism which lead strategically and logically into the ethos of The Light Phone brand. Design elements were simplified to black and white with a call-to-action color pop and backgrounds with a lighting effect to again reinforce the brand name. A bold, clean, monochromatic aesthetic which complemented the product itself.

Last was a redesign of the existing tag line "Go Light" with a bold, fun, animated mnemonic for video and other appropriate media.

Top-line data for the rebrand:

Branding:
92% of senior decision makers found the rebrand “extremely” to “very” appealing.

Sales impact:
30% increase in pre-order revenue

Light Phon3 rebrand results:
57% found the name innovative
83% found the name creative
70% found the name recognizable
65% found the branding aspirational
80% found the design innovative