We took the opportunity to initiate the development of Telstra’s Sonic Brand following their ‘Colours’ rebrand.

Leading with their most compelling sonic touch-point, the mobile ringtone, we designed a new mobile device sound package that translated Telstra’s ‘Colours’ into six preset ringtones, six message alerts and a start-up tone. Each ringtone corresponded with one of the ‘Colours’ aesthetics.

Part of our pitch described how 60% of mobile users keep their preset ringtone; stressing its importance as a hardwired brand recognition point.