Scope: Art Direction, Design, Environmental, Print and digital brand communications.
Project Icon
Background : Telstra is big. It’s Australia’s largest telco and one of the best known brands in the country.Telstra offers a full range of services; competes in all telecommunications markets throughout Australia; provides more than 8.6 million Australian fixed line and 10.5 million mobile services and 8.2 million 3G services. Lucas Melbourne was asked by Telstra to create an icon system that could be applied across the organization on different platforms and devices.
Solution : Working directly with Telstra’s senior management, Lucas Melbourne helped Telstra realize the potential of high resolution new screen technology. The new system adopted a hyper-real aesthetic, creating designs that broke the edge of the button, creating an ownable and tactile design system. ‘Project Icon’ has been extended throughout the entire Telstra organization. Our system has been extended into Telstra owned companies including BigPond, Foxtel, Yellow, White Pages, Trading Post, Sensis, Whereis, and Citysearch . ‘Project Icon’ is now being rolled out to all new Telstra devices, including Telstra’s T-Touch, T-Box and T-Hub. It can be seen in environmental, print and digital brand communications.
The project included creating a brand identity for TelstraOne;
Background : TelstraOne Experience gives mobile users greater control over their mobile services. Telstra asked Lucas Melbourne to create an umbrella brand for BigPond TV, Mobile FOXTEL, Sensis and Telstra’s general mobile services. The brand lives on mobile interfaces. For this reason, it had to work and communicate at small scale as an icon.
Solution : Our solution is an evolution of the Telstra master brand. It highlights that the TelstraOne Experience sits at the heart of the organization. The service and brand are a key part of Telstra’s mobile network and system infrastructure. TelstraOne is now seen on the majority of Australia’s domestic mobile phones.
Background : Telstra created an integrated messaging and browser solution for simplified access to the most popular social networking services on mobile. Tribe makes it easy to manage social networks through one mobile application. Lucas Melbourne was asked by Telstra to create a brand identity for Tribe. The new brand needed to complement the existing Telstra icon set. Telstra required an identity and set of UI assets that could extend across a range of brand touch points. The brand needed to have promotional attributes and work as a navigational icon. Tribe would be seen on millions of Telstra mobile phones.
Solution : Our solution highlights that Tribe creates a central stream of personal information. The new Tribe brand integrated seamlessly with Telstra’s existing digital brand assets. Our new brand was supported by an above the line campaign across Australia. The Tribe brand is now installed on every new Telstra mobile and device.
TelstraOne Brand
Background : TelstraOne Experience gives mobile users greater control over their mobile services. Telstra asked Lucas Melbourne to create an umbrella brand for BigPond TV, Mobile FOXTEL, Sensis and Telstra’s general mobile services. The brand lives on mobile interfaces. For this reason, it had to work and communicate at small scale as an icon.
Solution : Our solution is an evolution of the Telstra master brand. It highlights that the TelstraOne Experience sits at the heart of the organization. The service and brand are a key part of Telstra’s mobile network and system infrastructure.TelstraOne is now seen on the majority of Australia’s domestic mobile phones.
