After rebranding Telstra in 2009, the biggest telco in Australia successfully shed it’s image of a dry, blue and orange corporate brand. Through the effective use of our flexible brand system and targeted ad campaigns, the company engaged the youth market once more and won them over with a superior product. The successful integration of a NPS system helped improve the service and become one of Australia’s most loved brands once again. But what next?
Not one to be content with being market leader, Telstra developed a new strategy to bring a “Brilliant connected future” to Australia. With it, a vision of a brand built for the digital age, which values simplicity and quality above all else. With this in mind, our team set off to evolve and improve the brand once more.
Our first step was to distil the spectrum device to it’s essence. We replaced the old spectrum which was formed by five individual tints, with one seamless gradient. The six Telstra colours was now reduced to four gradient spectrums. This gave us a new, slick device which is used to contain both imagery and act as a branded backdrop. When placed behind phones and devices the spectrum aligns itself with the chime line, creating one continuous ray of light.
Next we looked at the retail system which contains offer and bundle information. We created a expandable system with enhanced hierarchy. Highlighting only the price and a maximum of three key features. This forced product teams to select the most relevant information, enhancing clarity of communications.
We worked with RG/A to develop interaction principles based on light and transparencies as well as a cohesive UI system named ‘Telstra OS’. This seamless approach to type, iconography and layout unites both digital experiences and printed collateral. With the these elements in place, we finally created comprehensive literature and packaging systems which could be easily adopted by the internal teams at Telstra.
Created with Chris Maclean, Ami Gainford, Flicka Davidson, Dan Ingham, Ed Hall and the team at Interbrand Australia.