CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK

Salvage

DESIGN CREDITS

Executive Creative Director

Mike Rigby

Creative Director

Ben Miles

Senior Designer

Jo Roca

Senior Writer

Lex Courts

Senior Motion Designer

Mike Tosetto

Strategists

Kalina Gondevska, Andy Wright


TAGS

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LINKS

RE
Optus

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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.


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.


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

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