World of Blue Branding
- Telstra is Australia’s leading media communications company, with one of the best known brands in the country. Since beginning privatisation in 1997, Telstra has encountered a barage of fierce local and international competitors. For over ten years the company has attempted to define and articulate a clear strategy for their brand and establish an emotional connection with their customers. A fractured, siloed internal structure made it impossible for all parts of the business to settle on an answer.
Our challenge was to shift Telstra to a forward thinking, intimate, ambitious and optimistic brand, with a strong emotional connection to its customers. This would require a brand and creative strategy that would build Telstra into a world-class brand, re-ignite pride amongst employees and customers, unite 12 disparate consumer segments, drive all brand activities, behaviours and communications, bring together all agency partners and be as transformational as the business strategy laid down by the CEO – a challenge both daunting and exciting. With the exception of the logo, our solution would affect all components of the brand including identity, guidelines, environments, packaging, digital media, employee behaviours, marketing collateral, phone booths and advertising.
We presented Telstra with a view of brand and how it connects with its business in a manner that no agency had successfully done before. We identified “Closer” as the central idea for Telstra’s brand positioning. It was simple and wide-ranging in its implications for the brand, acting as both a driver of ambition and an articulation of intimacy. Our creative strategy revolved around “World of Blue”, a powerful visual platform that was not only about owning the colour blue in the marketplace, but creating a world-class brand that is recognisably Telstra’s and is appealing to customers and employees alike.