Telecom brand Radosť
What we do
Overview
Radosť is one of the local brands of O2. Originally built for a very young audience, the virtual network operator Radosť found itself in a familiar situation: its customers grew up.
After a 7-year-long cooperation, we were asked to rethink the brand from the ground up. We redefined its strategy and tone of voice, updated the visual identity with a new custom typeface, and designed a new UX and digital brand experience around a single principle: fresh simplicity.
To create a brand relevant for young adults while preserving the playfulness that made Radosť feel like Radosť in the first place.
It already had the warmth and lightness many brands spend years trying to build. We did not want to reinvent it.
The challenge was to let the brand grow up.
At this point in their lives, our audience experiences both freedom and responsibility. First jobs, apartments, loans, subscriptions, contracts… Big decisions. Life gets complex faster than anyone can prepare them for.
That became the starting point for our strategy.
As their lives are getting more and more complex, we wanted to offer some simplicity. But simplicity on its own quickly becomes boring. So we looked for a way to make the brand feel lighter without losing clarity.
The framework we landed on was Fresh Simplicity.
This principle pointed the product, onboarding, communication, operations, and visual identity in the same direction.
The full story
For the brand team, simplicity became a filter for decision-making across the entire experience.
Every screen, process, message, or interaction was questioned:
Does this reduce friction, or create more of it?
Unnecessary explanations were removed. Flows got shorter. Making decisions got easier.
Most “simple” brands in the category eventually start to sound the same: Inoffensive and predictable.
Radosť needed a different kind of energy.
Freshness. No trend-chasing or loudness, but just enough personality to make the experience memorable:.
We let in some humour and wordplay. We made sure the brand used real-life language and approachable visuals.
The playfulness of the original brand stayed intact.
The website and app are where people experience this strategy on a daily basis.
Freshness was already part of the brand, but simplicity had to be earned. We removed legacy pages, unnecessary explanations, and visual clutter, helping customers understand the service faster.
We distilled the entire service proposition into a single sentence on the homepage.
The website and app were built from one shared design system. By using the same components and the same logic, we created a consistent character across every screen.
We built the website on WordPress as a fully component-based platform, so every page can be assembled from reusable blocks and managed directly by the Radosť team.
We rebuilt Radosť as a brand that reduces unnecessary complexity in a life stage already full of it. The result is a lighter, clearer, and more consistent digital experience, which is easier for customers to use and for the team to maintain.
A brand that understands that growing up is hard enough already.
Ondrej Kořínek
Michal Chovaňák
Maroš Ľuba
Alex Korosfoy
Ester Lysá
Tomáš Jadroň
Nikoleta Gajarová
Maňo Balog
Adrian Mititelu
Jozef Koleják
Pablo Marin
Eva Kániková
Matej Špánik
Tomáš Galajda
Ondrej Jób
Bára Tabáčková
Lukáš Plecho
