Telstra International Tagline Refresh
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Branding
Connecting Telstra International to their customers with an emotive new tagline.
Telstra International
2 months
As the telco landscape grows and changes, Telstra International found that their existing tagline "Global connections. Infinite possibilities." was starting to feel undifferentiated in the market. They needed a new story to tell that would speak to customers in the APAC region.
After a lightning strategic research round, an iterative creative process brought us to the more emotive "Connections that matter." as Telstra International's new tagline, and the kernel of their story. This was applied to an updated messaging guide to assist sales enablement, a suite of new brand illustrations that mapped to their guidelines as well as a launch video, complete with shorter social cuts. They saw a successful lift in brand love and outreach as a result.
