Optus doesn’t simply deliver gigabytes to people’s phones. It delivers experiences that move people. To convey this idea, we decoupled Optus’ iconic ‘Yes’ from the logo and rendered it in an expressive, hand-drawn script. This new ‘Yes mark’ represents the voice of the customer. It’s what customers say when Optus gets things right. The brand showcases the entertainment Optus delivers, overlaid with the Yes mark to capture how this content makes people feel. The mark wraps itself around things it loves and dances in animation. Its bold simplicity brings cohesion to a brand that is now flexible enough to convey a full range of emotions.

Given the evolving nature of entertainment, the brand needed an in-built ability to move with the times. This was achieved by creating a strong and simple core aesthetic, which is led by the new ‘Yes mark’, along with a simple colour palette and a strong tone of voice. Beyond this, the brand has the freedom to adapt depending on the audience it needs to reach. Individual ‘brand worlds’ – essentially skins on the core visual identity – enable Optus to flex across a variety of channels, audiences and messages. They feel fresh and unique, yet each has a backbeat that’s distinctly Optus.

Since launch, brand consideration has risen 18% among Optus’ key target audience, with a 5% lift in consideration from non-Optus customers. Consumers are beginning to shift in their expectations of what a telco is – from a pipe delivering others’ content, to an entertainment provider in its own right.

Yes had been a long-term property of Optus. In the previous iteration of the brand, Yes was positioned as Optus’ response to its customers. Whatever people wanted, Optus said Yes. While this worked well enough when Optus was all about customer service, it couldn’t convey the breadth of emotion that was needed to support Optus’ new foray into entertainment. For the rebrand, ‘Yes’ was given a new role. It now represents the customer response. This enabled the new brand to focus on delivering the experiences its customers want.

Optus is one of Australia's leading telcos. It last rebranded in 2013. At that time, a helpful, friendly brand helped endear Optus to consumers who weren’t happy with other providers. But by 2015, the world was a very different place. People were starting to see telcos as the ‘pipe’ that carried content for other players. With brand consideration flat-lining, Optus decided to shift its business towards becoming a multi-media entertainment provider. As it forged partnerships with the likes of the English Premier League and Fetch TV, the brand needed to evolve to support its new business direction. We had a budget of several million dollars to produce a rebrand that would roll out nationwide.