After 33 years, Optus, a telecommunications company, needed a makeover. The early 2000’s aesthetics were great for the likes of Paris Hilton, Lizzie McGuire, and the cast of Jersey Shore, but for a cutting-edge IT company, it was in fact, NOT hot. The tech landscape had changed, and Optus’ brand needed to reflect its current mission of guiding businesses through complex IT solutions.

During our time with Optus’ in-house marketing team, Whitney Blackburn’s arrival as Director of Marketing ignited excitement for the company’s refined brand. Working alongside her to shape this refreshed brand image was a truly inspiring experience.

Understanding Optus’ New Role:

• Research: Our research focused on multi-site businesses, specifically those needing custom IT solutions. These businesses often have complex needs and require tailored approaches.
• Expert, But Approachable: We wanted to position Optus as the “go-to” expert for these businesses. Think of a professor who delivers exceptional lectures and holds dedicated office hours to ensure every student fully grasps the material. Optus should be the trusted advisor, confidently guiding clients through the entire process.
• Comforting Expertise: For nationwide corporations, choosing a single IT provider is a significant decision. They say “don’t put all your eggs in one basket,” yet that is the basis of Optus’ service. Optus’ brand should instill immense faith and certainty in its capabilities. Customers need to know they’re partnering with a company that possesses the expertise to handle their unique needs.

Standing Out in the Crowd:

• Optus – The IT “Agency”: Unlike standard vendors offering pre-built solutions, Optus custom-builds IT solutions through an immense partner network. We positioned them as a specialist IT agency, creating unique solutions for each client.
• Ad Agency Vibes, Not Tech Speak: To differentiate Optus, we ditched the typical IT imagery (think close-up hardware shots or “internet cloud” overlays). Instead, we focused on real people using technology in a business setting.
• IT and Design made Simple: The new brand uses minimal design with plenty of white space, creating a clean and modern feel, more akin to an advertising agency than a traditional tech company. Additionally, Optus’ reimagined tagline is “IT made simple,” so we wanted to ensure the brand reflected that.

The award-winning Optus rebrand isn’t just a pretty face; it’s a strategic move that builds trust and boosts business. Here’s how:

• Building Trust: The new brand identity, with its focus on clear communication and user-friendly visuals, positions Optus as a reliable guide, not just a tech vendor. Customers feel confident in Optus’ expertise and comfortable asking questions.
• Increased Faith in Abilities: The clean, modern aesthetic and focus on real-world application showcases Optus’ professionalism and ability to deliver innovative solutions. Customers see Optus as a capable partner, not just a provider of generic services.
• Eye-Catching and Professional: Gone are the days of generic tech imagery. Optus’ new look is grabbing attention. Customers and partners have commented on how professional and visually appealing the brand is.

The impact goes beyond aesthetics. We’ve seen a significant increase in requests for branded swag! Customers are so impressed with the overall look, they want to be a part of it. This brand loyalty translates to increased customer satisfaction and stronger partnerships.

Optus’ rebrand is a testament to the power of strategic design.