Firsty, the global mobile data provider, has chosen branding & design agency Resoluut after an agency orientation. The Amsterdam-based agency is responsible for the name, strategic positioning, visual identity and product design. The Dutch startup was founded in 2023 by ex-Adyen product managers and has already secured 1.1 million in growth funding.

Positioning: Connectivity is a basic right

Firsty's mission is to make mobile data connectivity accessible to everyone, regardless of their location. The company believes everyone has a right to a reliable and affordable way to stay connected with friends and family, work, learn and enjoy entertainment wherever they are.

Resoluut has built its new positioning and identity around the belief that connectivity is a basic right for everyone, no matter who you are or where you go: 'Worldwide mobile data for all'. Firsty puts people before profit and makes no concessions. The identity fits seamlessly with this positive and disruptive attitude, and the product design is refreshingly simple.

Gauthier Thierens, co-founder Firsty: 'Resoluut's fluid and flexible approach, combined with its constant ambition to go a level deeper, has not only exceeded our expectations, but also optimized the application's customer experience and the look and feel of our brand.'

Why is mobile data across borders so complex and expensive?

Consumers have historically had many problems using mobile data across borders, navigating a maze of expensive data bundles and the hassle of switching (e)SIMs. Firsty is a customer-centric solution to compete with "these underperforming and often overpriced global roaming services," according to founders Vissers and Thierens. In addition to Firsty Fast, Firsty is also the first in the world to offer a free option: Firsty Free.

The company successfully completed pre-seed growth funding of €1.1 million, led by former senior executives of KPN, Marcel Smits and Godert Vinkesteijn, along with former marketing director of Uber and N26, Patrick Stal.

Vince Vissers and Gauthier Thierens are both experienced product managers with a passion for improving the lives of consumers. With Firsty, they see an opportunity to shake up the telecom industry in a similar style as Adyen did with payments, by building a tech-first product that puts customers' needs above all else.

The global roaming rate market is expected to grow to 110 billion by 2028, but is currently still dominated and monopolized by large telecom providers.

Vince Vissers, co-founder Firsty: "The choice for Resoluut was quickly made because of the strong click we feel with them. They share the same energy, have a keen eye for detail and share our commitment to what is best for the end user. In Resoluut, we not only found a design partner, but also like-minded creatives who understand and reinforce our vision. Together, we are taking the branding and design of the Firsty brand to new heights.

Credits

Design agency: Resoluut
Strategy & naming: Anna van den Bijgaart, Wouter van Faassen
Creative direction: Wouter van Faassen
Visual design: Alex Lanting, Rowan Blokdijk
Copywriting: Jocelyn van Alphen, Wouter van Faassen
Motion design: Anton Chertkov, Rogier Knoops
Account: Rory de Graaf
Responsible at Firsty: Gauthier Thierens, Vince Vissers