Back in 2005, most fixed-telephony operators were obsessed with promoting technical characteristics and tarrifs. Customers were not only confused but also fed up. MILK Branding Professionals branding assisted Cosmoline, Demco Group's telecoms company, to find the true meaning of telecommunications and stand out from the pack. The new brand strategy and the new corporate visual and verbal identity were all about humans' empowerment to communicate and connect. The extended brandbook that we developed contained all necessary guidelines for the efficient brand management and the appropriate usage of the new brand language and the various elements of the visual identity.