A core part of my team’s remit was to convince more high-paying mobile customers to choose Optus. A goal the company had grappled with more than once since its founding in 1991. Following a major interrogation of the customer and competitor landscape, including both behavioural science research and econometric modelling, we designed a near-full refresh of the brand system to get us there.

From brand strategy to design; product constructs to partnerships; sales promotions to large-scale campaigns – over a 24-month period we collaborated with teams throughout the business to make Optus a company that meant more to Australia. And one that grew in the right ways as a result.