Telstra is an Australian telecommunications company. They’re one of the country’s biggest brands, but they were failing to connect with their customers. After many years of being seen as cold and corporate, it was time for a new identity — one that would capture the diversity of their products and services and create stronger connections.

The new identity is a celebration of life in full colour. The brand voice helps them shake off industry jargon and sound more like their audiences. By shifting the focus from the function of technology to how it helps people in real life, the brand can communicate more meaningfully. To make sure this was carried through in every interaction, the entire company was trained to write and speak with one, unified voice.

The relaunch of the brand saw consumer consideration rise 5% and business consideration by 9%, reversing a 5-year decline.

BRand voice and creative copywriting, Interbrand Sydney.