Optus Rebrand

the net promoter score shot up
increase in engagement
social media share of voice


Optus customers felt neglected, taken for granted. And after multiple rounds of redundancies and corporate restructures, staff morale was at an all-time low. On top of that, Telstra had recently lifted its game, so Optus faced a perfect storm.

We had to convince Australia that Optus was changing – by going back to their original purpose of being the customer’s champion and putting service at the heart of everything.

The Big Idea

The idea was to reinvigorate, reaffirm and relaunch the single-minded one-word attitude that came into being the same day Optus did: ‘Yes’.

But how to make something new from a word that’s been around forever? ‘Yes’ had become little more than a slogan.

The answer: a totally new visual language based on a strategic ideology that placed customers at the centre of everything Optus does. We changed everything, from advertising to SIM cards and security passes.

Work By