The launch of the new identity in 2013 brought a vibrant new personality to the Australian telecommunications industry.

With the renewed focus on service, it was critical for the new direction to first permeate the organisation itself and connect with employees. Coinciding with launch, a brand book was needed to help get all employees on board, whilst introducing the entirely new identity.

Established in 1992, Optus is the second largest telecommunications provider in Australia. In recent years, Optus had lost sight of its purpose, losing relevance and brand consideration from its once loyal customer base. To remedy this, Optus re-engineered its business and introduced a new identity, with great service at the heart of the change.

We packed the book with positivity, interactivity and the potential to inspire a new school of thought and way of working. Simple storytelling, playful language and full use of the new identity, allowed the book to inform and engage. Now go forth and hug your colleague.

The brandbook was a success, along with the greater brand transformation. For the first time in ten years, loyalty metrics entered positive territory. Staff are engaged, and Optus continues to grow in popularity both internally and externally.