Yellow Pages
Brand Identity

For years Yellow Pages was the go-to place to find a phone number for a local business. Whenever you needed a plumber, hairdresser, or local takeaway joint, you'd reach for the Yellow Pages book. That was, of course, until the internet came along and changed everything.

Most people nowadays reach for Google when they need to find something, and that's bad news for Yellow Pages. Yet although Google is the first choice for most people, the Yellow Pages book still has a huge user base, especially in rural Australia, though its numbers are in steady decline. 

Yellow Pages' parent company, Sensis, made steps to become a digital brand many years ago. In fact, every small business listed with Yellow Pages automatically has a web presence on their website, and is therefore searchable by Google. If you're looking for a small business near you and you use Google to find it, the chances are that you'll be directed to a Yellow Pages listing.

Unfortunately for Yellow Pages, this news isn't well known and the Australian public fails to see the relevance of Yellow Pages any more – it's a case of too little too late.

One thing Yellow Pages does have going for it, however, is its intimate knowledge of every small business in Australia and, unlike Google, it has personal relationships with many of them. They have the on-the-ground knowledge that means that when you need to get something done locally, the answer is on Yellow Pages.

We helped to position Yellow Pages as the local search specialist with a new strategy and a digitally inspired identity.

The idea is born out of one simple insight. When you need to get something done locally, you're not looking for thousands of options – you're looking for the one. One haircut, one plumber, one pizza. Yellow pages isn't a search engine – It's a search and find engine. 

We created an identity system that makes this idea visual with a local search and find device. Built entirely with radiating circles, the system searches outwards for options, then hones in one the answer, just like Yellow Pages does. This unified logic extends from the logo, to communications, to UI design. It's built to move and to enhance the user experience, making visual the process of searching and finding with a very simple proximity device that puts the user at the centre, in a fun and engaging way that anyone can understand.