Brand Voice Workshops and Trainings, Naming, Copywriting.
Once government owned and Australia’s only telco, Telstra had a large customer base, but a larger customer perception problem. They needed to shift from a corporate monopoly to a brand people wanted to choose.
Telstra had exclusively used blue in its communications, reinforcing perceptions of it being too corporate. In our redesign we opened the brand up to the full spectrum of colour - both visually and verbally, allowing the brand to better relate to its audiences using different tones and emotions.
At launch, the vivid contrast between the old and the new was exciting and dramatic, serving as an instant and powerful signal of change—from old to young, and from corporate to personal.
Post launch, consumer consideration rose 5% and business consideration increased 9%, an unprecedented improvement in Telstra’s history, reversing a 5-year decline. With a new, vibrant expression, Telstra made a visible commitment to connecting with its customers.
Created with the team at Interbrand Australia, I was fortunate to join the team right before the launch of the new brand. I became heavily involved in leading brand voice workshops and trainings around Australia, tag-teaming design and language conversations with Chris Maclean - as we connected the brand to thousands across the country. As the brand rolled out, over the next three years I led extensive naming projects across the business, including the development of nomenclature naming systems. Of course, there was plenty of copywriting in between to keep the pen wet too, such as defining the language for Telstra's Connected Future 2020 Vision (see second video).
