Optus

Brand Strategy

Visual Identity
Graphic System
Brand Applications
Brand Toolkit
Guidelines
Motion
Production
Launch
Internal Comms

Established in 1992, Optus is the second largest telecommunications provider in Australia. Set out to be the people’s champion, the brand offered choice in a monopolised industry, and regularly introduced game-changing innovations that forced the entire market to shift and follow suit. In recent years, Optus concentrated on price competitiveness and market growth. But as the market reached saturation, the company realised it needed to shift focus back to its customers.

In order to win back its customers hearts, Optus began re-engineering itself with the goal to becoming the most loved service provider for customers. To do this, a new identity was developed, coinciding with the introduction of a whole series of improvements and innovations to its products, service, network and billing.

The new identity is designed to build greater positivity, optimism and emotional connection with Optus customers. In a market dominated by formal and formulaic brands, it’s a clear departure from what many Australians would expect from a large telecommunications provider. The brand expression uses a new voice, one that is friendly, easy to understand, and peppered with a relaxed humour that doesn’t try too hard.

Along with a completely refreshed logo and colour palette, a bespoke hand-drawn headline typeface and brand character have been introduced to provide a greater level of humanity. Together, these allow us to demonstrate how Optus has a useful and significant role in enabling the people of Australia to do the things they want with minimal stress and maximum ease.

Collaborators

Designer
— Sam McGuinness
— Alex Creamer
— Alexis Waller
— Louise Elliot 
Design Director
— Brad stevens 
Strategy Director
— Patrick Guerrera
Illustrator & Animator
— Marco Palmieri
Ad Agency
— M&CSaatchi

Recognition

AGDA
— Distinction
AWARD Awards
— Silver
Brand New Awards
— Winner
Brand Annual Review 2013
— #1 Best Reviewed