Sprint Nextel's Boost Mobile division unveiled a brand makeover to eliminate fragmentation and unite the product line under one name.

Advertising agency Attik worked with Boost to retool and also broaden the wireless brand's appeal.

"I think the rebranding signifies that Boost is evolving and growing," said Caralene Robinson, director of brand marketing and entertainment at Boost, Irvine, CA.

"We are about six years old and we have roots in youth culture," she said. "Now we have a growing audience and a broader appeal with a cleaner, more sophisticated look."

Boost's two major prepaid services -- pay-as-you-go (PayGo) and Unlimited by Boost (UNLTD) -- will be rolled under one banner. The logo, typeface and color scheme have been redesigned to create a consistent and integrated visual presence.

The rebranding includes retooled 2D and 3D logos, updated photographic styles, a new typographic library, new color schemes and new tag line, print and environmental applications.

The new brand identity can be seen on Boost products, services, collateral, point-of-sale displays, events, sponsorships and media.

Boost claims that its PayGo wireless service acquired more than 4 million customers in five years. Unlimited by Boost was launched in March and doubled its base from 224,000 to 500,000 customers in the fourth quarter.

"Currently we are in the process of an agency search -- we are looking for an agency of record to support our business," Ms. Robinson said. "We should have resolution for that in the next three weeks."