Could skaters bring
a boost to Boost?

Sprint Nextel's Boost Mobile, a brand that targets itself primarily to urban teens by making generous use of rappers and gritty camera shots, has rebranded itself and reorganized its services.

Boost aspires to broaden its target market without pushing away users garnered with its old image. Toward that goal, it unveiled a new logo meant to evoke skateboarding or biking. Boost expects it will appeal to a broad under-30 crowd.

Boost is also integrating its two services — the PayGo pay-as-you-go product and Unlimited by Boost — under a single banner visualized by the new logo.

The new creative was produced by ATTIK, one agency competing in Boost's creative review process. ATTIK has done brand refurb work for ExpressJet and, most notably, for Scion.