Discovery

In early 2022 DDB was approached by Telstra and MAUD to begin the task of updating templates and collateral in line with the expectant rebrand.

It would be a few more months before we were graced with the new visual identity but once the interim guidelines hit our inbox we began the race to unpack the new rules and how they would apply to our unique platform and creative.

My team's role in the Telstra roster was to create dynamic templates for multi-channel creative. These templates would allow output of thousands of ads at multiple sizes and formats from a single creative while maintaining brand consistency and integrity.

Development

My greatest challenge was determining how the new brand elements would work with our template platform capabilities.

This required rigorous development, testing and exploration across multiple output channels. I noted difficulties with the rounded corner around imagery and flagged some colour swatches that weren't performing well on execution.

Delivery

After multiple workshops with the Telstra roster agencies, the branding was finalised and our team began the work of updating templates and assets across the board.

I handled the testing of over 10 templates against a set of UAT markers.

Testing included stretching the limits of images with various dimension, and copy flow. 

Our largest body of work was to update the In-Store digital screens and the accompanying playbook. By June 2023 all assets were updated and brought in line with the rebrand.