We first rebranded Optus, Australia’s second largest telecommunications provider, back in 2013. At that time, it was our job to communicate Optus’ customer service credentials. A fun and friendly brand helped endear Optus to consumers who were fed up with the inflexibility and poor service they got from other providers.
But by 2015, the world was a very different place. People were starting to see telcos as the ‘pipe’ that carries content for other players. With consideration of the brand flat-lining, Optus realised they needed to shift from simply delivering telecommunications to delivering the full experience of digital engagement. It was up to Re to create a brand fit for this bold new world
‘Yes’ has been an enduring part of the Optus brand since the 90s, but over time it had lost meaning. This was our chance to give it a more defined role. By decoupling ‘Yes’ from the Optus logo, we created a standalone mark that represents the voice of the customer. It’s the customer response when Optus makes 'Yes Moments’ happen. Like Toyota’s ‘Oh, what a feeling’ and the Nike swoosh, this mark amplifies the feeling of the brand. Free, playful and expressive, it wraps itself around things it loves and even dances in animation.
Individual ‘brand worlds’ enable Optus to naturally flex to suit any genre, subculture or customer segment it needs to. Essentially skins on the core identity, these worlds feel fresh and unique, yet each has a backbeat that’s distinctly Optus.
To support its new direction, Optus forged relationships with Netflix, Stan, Spotify, Google Play, Pandora, iHeartRadio and Guvera, and launched its own set-top box (YesTV by Fetch). They also made huge news by securing the exclusive Australian broadcast rights to the English Premier League (EPL) and launching their own channel Optus Sport. No longer simply a telco, Optus was emerging as a broadcaster in its own right
Studio – RE
Creative Director – Chris Maclean
Design Directors – Peter Craggs/Nerida Murphy
Agda – Distinction – Large Branding
Brand New – No.7 Best Reviewed Brands of 2016
– Pitch process
– Design development
– Initial brand rollout