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?