In order to win back its customers’ hearts, Optus began re-engineering itself with the goal of becoming Australia’s most loved service provider. The new identity coincided with a whole series of improvements and innovations to its products, service, network and billing. The rebrand needed to capture people's imagination whilst building a greater emotional connection with customers and staff.

The identity is designed to reflect the service led approach, expressing a greater level of humanity: a friendly tone-of-voice; a refreshed logo using their mantra of ‘yes’; a bespoke hand-drawn headline typeface: and the introduction of a brand character, Olly. Together, these help to demonstrate how Optus has a significant role in helping the people of Australia live their digital lives.

The brand has been very successful in the market in the last 9 months. For the first time in ten years, customer loyalty metrics have entered positive territory. Staff are engaged, and so are Optus customers. Immediately following the launch, there was a 700% spike in online engagement. Optus overtook Australia's largest telco, Telstra, to dominate share of voice in the category. Positive sentiment across social media reached an all time high of 71%.

People are finally believing that Optus is a viable and preferred option in helping them live their digital lives.