Optus
Meeting the needs of the Netflix generation
Joining the team halfway through the re-brand of Optus, we were responsible for taking control of the brand architecture. Following the initial rollout, we stress-tested the brand with its partner agencies to find that they struggled to interpret, and more importantly, execute the brand in line with our newly developed design principles.
It became apparent that the brand needed robust ‘paint by numbers’ guidelines. To achieve this, we revisited all the fundamental aspects of the brand including: the image style, base plate, colour system
and typographic treatment, with the aim of creating consistency across all touchpoints.
