Optus Rebranding


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Optus introduced a new identity designed by Sydney-based RE, advertising by M&C Saatchi, custom type by Mathieu Réguer, and character development by Marco Palmieri
The identity is very likeable, friendly and well executed. New colour scheme is refreshing which seems most people agree with. Although I can’t say this cutsey hand drawn identity is one of the most ground breaking branding ideas. NAB has done it on their Follow the Rainbow campaign,  couple of years ago.
Considering the size of Optus, one of the biggest telecommunication companies in Australia, I’m interested to know who they are marketing to and what makes it stands out of its competition that motivated them to go with this specific style. 
It’s hard to compare but we still think the Telstra branding is stronger than Optus. New Optus branding doesn’t seem to promise me the fastest and most reliable online speed just yet, although this might only be the tip of an iceberg. As a loyal customer, we really look forward to see the rest of the branding all across the country. 
We’d loved to hear what other branding professionals think. 
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