Responses by FutureDeluxe
Background: With its branding agency Re, telecommunications company Optus has been on a journey to refine and re-energize its iconic “Yes” brand mark, which has been an enduring part of the brand since the ’90s. While working to evolve the personality and presence of the brand, Re and Optus saw an opportunity to define how the “Yes” mark behaves in a sophisticated 3-D environment, with an end goal to create motion content for use across screens in retail stores, on TV and in digital out of home. They engaged the FutureDeluxe team in Sydney to experiment with the “Yes” mark, build out a set of motion principles for how the brand behaves in 3-D, and deliver a playbook of idents and key visuals.
Reasoning: For Optus, the meaning behind “Yes” is optimism, and all of the idents needed to deliver a feeling of positivity and enhancement. The abstract design of each ident is inspired by the nostalgic moods and sensations of Australian life, from the cool breeze that 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, which we wanted to capture in these short idents.
Challenges: Some of the procedures, which were built in Houdini, were incredibly complex and had our artists scratching their heads for days on how to deliver the ambitious concept. We work best in this way though. Our artists love being pushed to do work they’ve never done before and experimenting with new techniques and ways of doing things. It’s how we deliver work which always feels fresh and different.
Visual influences: In previous campaigns, Optus had used photography and live action to authentically capture life across different parts of Australia, and this became a jumping off point and inspiration for us. In a far more abstract way, we also wanted to capture the beauty of Australian landscapes and give a sense of the feelings and sensations of Australian life. So, one ident is inspired by the outback, another by the sandy beaches, another by the refreshing cool breeze that comes in the afternoon, and another by the unique Australian light and how it changes through the day.
Specific demands: This was one of those rare projects where the bond between the client, the agency and the FutureDeluxe team was amazingly tight, and the working relationship was friendly and respectful. We had a continually open dialogue between the three parties, which not only led to us creating work we all felt proud of, but also put a smile on all our faces.