STRATEGY
Telecom Australia needed an overnight transformation from government utility to competitive, agile national brand amid deregulation, new technologies and rising expectations. A simple, future-facing identity could carry trust forward while signalling ambition, modernity and confidence to an increasingly competitive market.

SOLUTION
Telstra. The name is short, sharp and Australian. Paired with a bold brand mark and flexible identity system expressing connection, innovation, performance and reliability, across every touchpoint.

VALUE
Trust and pride transferred instantly; the new identity redefined national perception, becoming shorthand for progress and Australia’s communications future.