Optus

Brand identity

In 2015, 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. We were asked to create a brand fit for this bold new world.

When FedEx realised it wasn’t packages they were delivering but peace of mind, that’s when their brand started to make sense. And it’s the same for Optus. They don’t just deliver gigabytes, they create meaningful experiences for people they call ‘Yes Moments’.

‘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. The mark amplifies the feeling of the brand. Free, playful and expressive, it wraps itself around things it loves and even dances in animation. 

Given the ever-changing nature of entertainment, the brand would need to move with the times to stay relevant to its audience. To achieve this, we introduced a layer outside the core identity, called the playground. Governed by principles, rather than guidelines, the playground is where the brand can stretch its legs, push in new directions and evolve at the speed of culture.

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.

At the same time, Optus optimised its network for entertainment and announced data-free streaming for selected entertainment providers – an Australian first. This meant that customers could enjoy the TV and music they love without chewing through data.