Optus by RE

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CLIENT

The sec­ond largest tele­coms provider in Aus­tralia, the brand orig­i­nally set out to offer choice in a monop­o­lised indus­try, reg­u­larly intro­duc­ing gamechang­ing inno­va­tions to help cus­tomers. In recent years, as the mar­ket reached sat­u­ra­tion, the com­pany lost sight of its pur­pose, and it declined in rel­e­vance and brand consideration.

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BRIEF

To change the per­cep­tion and feel­ing around AGDA—from an asso­ci­a­tion per­ceived as behind, cor­po­rate, and closed off, to one fully open to new tech­nol­ogy, new oppor­tu­ni­ties, new ideas, and of course new mem­bers. It also needed to be open to new disciplines—such as dig­i­tal design, motion design, writ­ing for design, and branding.

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APPROACH

AGDA is the con­nect­ing force that unites our indus­try. It cel­e­brates the things that make us dif­fer­ent and the things that pull us together. The per­fect bal­ance between unity and diver­sity. The logo con­nects at either end, rep­re­sent­ing a chain-link of the indus­try com­ing together. The idea was to keep the core brand ele­ments time­less; to resist the urge to make the iden­tity too trendy or cool. That way, there is space for dif­fer­ent design­ers to be more expres­sive around the logo and typog­ra­phy, while the core ele­ments remain for years to come.

The expe­ri­ence of work­ing with the Inter­brand team was incred­i­bly insight­ful. They clar­i­fied ideas that we as an organ­i­sa­tion already had but also pro­vided insights into our busi­ness that we had not even con­sid­ered. Big ideas and a bold new direc­tion. The result was a fresh, flex­i­ble and unex­pected brand iden­tity that has already begun flour­ish­ing in the hands of other design­ers. Our visual iden­tity has never been so sharp and our future has never been so bright. — Nicholas Eldridge, AGDA National Trea­surer & Interim CEO