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Yellow Pages reinvents for the mobile age

Having enjoyed a golden era of market dominance as the original analogue search tool, YP needed to reinvent for the digital era, and stake a claim in a market filled with new search leaders like Google, Bing and Yelp.

But how to stand out? We started by defining a new target audience—“doers”—53% of the US population, intent on action and getting things done, and a unique role for YP.

Where Google offers search, YP takes users further—all the way to job done. Their new proposition “The shortest path to done” then provided a benchmark for all YP products and experiences, and a foundation for a succinct new logo, a timeless, utility-rich visual identity, and an efficient brand voice, all designed to aid the audience in task completion.

Just one month after launch, YP eclipsed its 2013 app download target of 250,000, achieving almost 350,000 downloads by deadline. Their ad revenue surpassed Twitter’s by early 2014. With a smart identity and a clear purpose, YP has reset its old-world business for a strong future.

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