As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment.
In partnership with Re, FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used by Optus on screens across retail, online, DOOH and TV.
FutureDeluxe Sydney creative director Adrian Lawrence said: “The abstract design of each ident is inspired by the nostalgic moods and sensations of Australian life, from the cool breeze which soothes us on a hot summer’s day to that calming feeling of standing in shallow waters at the beach. There’s a poetry to the spaces of Australia that we wanted to capture in these short idents.”
Re Sydney executive creative director Andy Thomas said: “It’s been incredibly gratifying to take the Optus ‘Yes’ brand mark into a new and thought-provoking direction. It’s a great privilege and opportunity to be afforded by Optus. The work is striking and playfully brings to life the vision of the brand – to enhance the everyday.”
Optus Director creative and communications strategy Michael Sinclair said: “We’ve been on quite the journey with Re to evolve the personality and presence of the Optus brand. As we started pulling the final pieces together, we saw an opportunity to really push some of our key ideas through more sophisticated motion design. It’s fair to say working with FutureDeluxe has been a bit of a revelation for all of us. They’re known for both their experimentation and exacting standards, and it’s been a genuine pleasure to watch them push, pull and ultimately transcend our brief.”
As part of this project, FutureDeluxe defined a set of motion principles for Optus so that more idents can be produced in future within the same visual system.
In 2019 FutureDeluxe worked on a similar project for BBC2, defining the design system for an ‘infinite number’ of idents to be created by various different artists and studios across the world, a project which went on to win a number of design awards.
FutureDeluxe opened their Sydney studio last year and since opening have been building a small local team to deliver motion design and 3D animation work for clients including Converse, Rimowa and Optus.
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