Through an intensive, collaborative workshop, research and interview phase, TOAST developed a strategic brand essence that speaks to the key concerns of the target audience. For cut-through in a crowded, noisy market (where distrust of the industry is rife), the ideal refreshed positioning is a brand that is straightforward, innovative, and friendly with no nasty surprises.

TOAST developed a conversational, playful brand hero – Mr. Pickle, representing the new brand, Pickle. Playfully subverting a common frustration amongst the target audience: "I’m in a pickle. Could somebody help me out?"

Mr. Pickle is the fresh face of telecommunications systems, who guides businesses towards a phone system that suits their particular needs, while keeping a smile on their face.

Being “Simply Awesome” became the core of the brand narrative sitting at the heart of everything the company does. It’s about putting the customer first, acknowledging they deserve to get more out of their business phone number by giving them instant access to marketing analytics and call insights, all in real-time.

Pickle is the character who will be extremely friendly while doing good for the businesses and the people behind them.

From a digital experience and lead generation, TOAST’s UI/UX team crafted a customer journey for users through the website that preempts customers' needs, providing an intuitive sales experience. The website is a mobile-first, one-stop-shop, where users can select a phone number, choose a plan and develop a call routing journey, within only a few minutes.

The relaunch of the brand has been highly successful, with an extreme spike in new customer acquisition.