Optus' new identity is designed to build greater positivity, optimism and emotional connection with customers. The rebrand introduced a bespoke, hand-drawn typeface to reinforce the friendlier, service-led approach.

Optus is the second largest telecommunications provider in Australia. In 2013, Optus began re-engineering itself with the goal of becoming the most loved service provider in Australia. As part of the rebrand we developed a bespoke typeface.

With multiple glyphs per character, the typeface replicates the imperfections and inconsistencies of handwriting, thereby avoiding the perils of sameness in a typical digital ‘hand-drawn’ font. Used in all communications along with a new down-to-earth tone of voice, it helps to give Optus a new lease of life.

The new typeface is delivering for the brand. It is instantly recognisable and helping to reinforce the friendlier approach for Optus. For the first time in ten years, customer loyalty metrics have entered positive territory. 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 connected lives. Did the typeface contribute to this? Probably a little.