+61 BY TELSTRA

2016

Telstra

GM, Retail Design, Innovation and Merchandising

The +61 Brand design project was a 2 weeks design sprint.

6 weeks before the opening of Telstra’s Melbourne flagship store (that was already being build), Telstra felt the need to come up with a dedicated Brand identity for a specific section of the store dedicated to innovative lifestyle technology accessories (wearables, 360 cameras, fashion accessories, drones, connected home and more).

We built a task force of 5 people (brand strategist, graphic designer, creative, interior designer, merchandiser) in order to come up with a modern brand identity that would fit with the Telstra Brand guidelines as well as the purpose of the shop in shop section.

In 10 short working days, we came up with the Brand Essence and architecture (Purpose, Mission, Values, CVP, Naming, tone of voice) as well as some graphic elements and guidelines (Font, Colour, Imagery) that we then translated into interior design elements, service design principles, signature experiences, retail collaterals and staff behaviours.