Connecting Australians to a premium network experience

Optus

2021

Brand identity
Strategy
Digital product
Website
Campaign
Packaging
Motion
Editorial
Spatial & retail
Service design

How does a telco behave like a premium network experience — when SIMs are sold at supermarkets? By 2020, streaming was second nature, 5G had arrived, and even supermarkets were selling SIMs. As the category became louder, faster, and more complex, Optus needed to give people a reason to choose them. We came on board to help the brand behave how connection feels.

Teal letterform cropped over sunlit outdoor photography of a child and floating bubbles

Lakeside jetty scene with the yellow 'yes' signature drawn large across the landscape

Runner checking a smartwatch behind translucent yellow letterforms from the 'yes' script

“‘As Optus has evolved to use its network in new ways, we’ve worked alongside Re to clarify what Optus stands for in people’s minds. This latest work absolutely captures the intent behind the brand, and we’re extremely proud of it.'”
Mel Hopkins, Head of Consumer Marketing – CMO, Optus

Street billboard with the yellow handwritten 'yes' script sweeping across an ocean photograph

Teal in-store poster with oversized yellow 'hot' type and a skater across three phone screens

Yellow-on-yellow 'nice' poster for the Samsung A30, signed off with the Optus 'yes' lock-up

Tonal teal poster with large 'rad' lettering and the Oppo AX5 handset priced at $229

Four Optus app screens in yellow and teal, each pairing a multilingual greeting with a full-body portrait

“'We’ve worked hand-in-hand with Re to create what we believe is both a sophisticated and highly practical brand system – centred on evoking connectedness and energy.'”
Michael Sinclair, Director of Creative and Communications Strategy

Yellow shopfront window graphic for Galaxy beside the illuminated Optus store sign

Four teal handset boxes on yellow — Optus X Play, X Wave, Galaxy A11 and Oppo A72 packaging

Optus retail interior with teal in-store signage and a device display table for iPad Pro

More work

SesiónA new take on Tequila

Sesión bottle lineup — Blanco, Reposado and Mocha — with spare, modern labelling

Blanco label close-up showing the agave crest and the 100% de agave line

BaptistCareThe tapestry of life

Six BaptistCare social ad frames in maroon, blue and yellow, laid over a woven tapestry ground

HopeStreet poster on a stitched backdrop: embroidered breakfast table under "Come on in. We saved you a seat."

Get in touch

hello@re.design