: Concept
: Sound

Developing Telstra's Sonic Brand

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.

We successfully translated Telstra’s visual assets into a memorable sonic brand. 

With this package still going on 4 million phones per year, across most mobile brands, dare we say these presets are the most widely listened-to compositions in Australia?

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