Making small-print stand out

Who says instructional copy has to be dense and dull? As a UK-leading mobile service provider, it’s important that O2 ‘connects’ with customers in every piece of communication. After all, if the phones are fun, reading about them should be too.

Aimed to help end-users understand their new phones, we chose clear, fun, easy-to-follow language. Of course, getting our heads round the technical features and service details was the first task, and these included tariffs, WAP and i-mode® (O2’s mobile internet service). The results make an engaging read – and a refreshing change to many of today’s impenetrable instruction booklets.