TELSTRA BRAND IDENTITY

TitleTELSTRA BRAND IDENTITY
BrandTELSTRA
Product / ServiceTELECOMMUNICATIONS
CategoryA05. Publications
EntrantINTERBRAND AUSTRALIA Sydney, AUSTRALIA
Entrant Company:INTERBRAND AUSTRALIA Sydney, AUSTRALIA
Design/Advertising Agency:INTERBRAND AUSTRALIA Sydney, AUSTRALIA

Credits

Name Company Position
Damian Borchok Interbrand Ceo
Richard Curtis Interbrand Managing Director
Chris Maclean Interbrand Creative Director
Mike Rigby Interbrand Creative Director
Andrew Droog Interbrand Design Director
Chris Lamont Interbrand Director Of Verbal Identity
Ben Miles Interbrand Associate Design Director
Joao Peres Interbrand Designer
Ami Gainford Interbrand Designer
Agathe Thibaud Interbrand Client Service
Katie Barter Interbrand Client Service
Sarah Regan Interbrand Client Service
Kaylee Noonan Interbrand Client Service
Simon Cranwell Interbrand Finished Artist
Debra Jason Interbrand Designer
Claire Theophane Interbrand Designer
Annah Brocklebank Interbrand Designer
Briton Smith Interbrand Designer
Dan Ingham Interbrand Designer
Mike Tosetto Interbrand Motion Designer

Brief Explanation

Telstra had a unique problem – more people buy from them than like them. This is due to their origins as a government owned company which previously held the telco monopoly. In 2012, when the national broadband network rolls out across Australia, customers will have to reassess who their telco provider is. Being disliked did not put Telstra in a good position. They realised that in order to remain the market leaders, they must change the public’s attitude towards the brand. In addition, they needed to appeal to a younger market who thought of Telstra as their parents’ brand.

The Brief

Our brief was to turn Telstra into Australia’s favourite Telco. In recent years, Telstra had fallen out of favour with the public through poor customer service and billing issues. They had alienated key customer segments, including the youth market. Having previously held the Telco monopoly, Telstra had lost ground to challenger Telco’s which had inferior products and services. Our task was to restore Telstra to the industry leader around the new brand idea, ‘It’s how we connect’.

How the final design was conceived

Telstra lived in a world of blue and used the same tone to communicate with all their audiences, alienating many in the process. Blue was not working for them. It was too corporate and didn’t allow them to be the bold, exuberant, dynamic brand they needed to be. We chose the full spectrum of colour to communicate with the full spectrum of audiences, using the full spectrum of tones and emotions. The brand changes colour to allow Telstra to connect with customers in a way that’s more relevant, expressive and engaging –reflecting their customers’ worlds rather than their own.

Indication of how successful the outcome was in the market

In early testing, consumer research was conducted: 56% said the new brand was a real refreshing change. 65% said that it signaled that Telstra is changing. 62% said that they liked the new brand. Consideration scores were stagnant or declining in the last 5 years. In the six months since launch: +28% Consumer consideration +13% Business consideration 132% increase positive social media sentiment amongst 18-24 year olds Up 15 places on corporate reputation index. Share price outperformed market by 35%. Highest price in 3 years.