Honest

The challenge

Honest is a UK mobile network built by founders who'd had enough of the incumbents. The price hikes, the contract small print, the support queues. After Otherway rebranded the company, the brief was to make the product live up to the new identity. The app, marketing site and onboarding all had to feel as transparent and easy as the brand was promising.

My approach

I joined as design lead, taking the new identity end-to-end across native iOS and Android apps and a marketing site of around twenty bespoke pages. The app had to make managing eSIMs, plans and usage genuinely effortless. The site had to sound like Honest, not like every other telco. I worked alongside the in-house team and engineering, shipping in steady iterations rather than going dark and reappearing with a big reveal.

The result

The app launched with a clean interface that let customers activate and manage multiple eSIMs in seconds, alongside a marketing site that finally sounded like Honest. Since then, the team has been on BBC Dragons' Den, raised £1.2M in crowdfunding against an original £500k target, and grown past 60,000 UK customers.