Telstra Design & Branding TELSTRA BRAND IDENTITY by Interbrand Group

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Industry Computers & Computer Accessories, Business equipment & services, Corporate Image
Media Design & Branding
Market Australia
Agency Interbrand Group
Creative Director Mike Rigby, Chris Maclean
Designer Debra Jason, Claire Theophane, Annah Brocklebank, Joao Peres, Ami Gainford, Briton Smith, Dan Ingham
Released September 2011

Credits & Description

Category: Consumer Services
Advertiser: TELSTRA
Product/Service: TELSTRA
Chief Executive Officer: Damian Borchok (Interbrand)
Managing Director: Richard Curtis (Interbrand)
Creative Director: Chris Maclean (Interbrand)
Creative Director: Mike Rigby (Interbrand)
Design Director: Andrew Droog (Interbrand)
Director Of Verbal Identity: Chris Lamont (Interbrand)
Associate Design Director: Ben Miles (Interbrand)
Designer: Joao Peres (Interbrand)
Designer: Ami Gainford (Interbrand)
Client Service: Agathe Thibaud (Interbrand)
Client Service: Katie Barter (Interbrand)
Client Service: Sarah Regan (Interbrand)
Client Service: Kaylee Noonan (Interbrand)
Finished Artist: Simon Cranwell (Interbrand)
Designer: Debra Jason (Interbrand)
Designer: Claire Theophane (Interbrand)
Designer: Annah Brocklebank (Interbrand)
Designer: Briton Smith (Interbrand)
Designer: Dan Ingham (Interbrand)
Media placement: 6 A6 booklets - Telstra Stores - September 19, 2011
Media placement: 6 Business Cards - Telstra Stores - September 19, 2011
Media placement: 6 A6 Cards - Telstra Stores - September 19, 2011
Media placement: 8 In-store promotional magazines - Telstra Stores - September 19, 2011

Describe the brief from the client
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’.

Describe the challenges and key objectives
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.

Describe how you arrived at the final design
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.

Give some 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 signalled 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:
- +5% Consumer consideration
- +6% Business consideration
- +5% non-customers
- +7% youth consideration
Unprecedented consideration improvements in Telstra’s history. In his recent address to the financial markets, Telstra CEO, David Thodey, specifically mentioned the impact that Brand and Marketing activities had on the performance of the business.