Background

Telstra is big. It’s Australia’s largest telco and one of the best known brands in the country.

Telstra offers a full range of services; competes in all telecommunications markets throughout Australia; provides more than 8.6 million Australian fixed line and 10.5 million mobile services and 8.2 million 3G services.

Lucas Melbourne was asked by Telstra to create an icon system that could be applied across the organization on different platforms and devices.

Solution

Working directly with Telstra’s senior management, Lucas Melbourne helped Telstra realize the potential of high resolution new screen technology. The new system adopted a hyper-real aesthetic, creating designs that broke the edge of the button, creating an ownable and tactile design system. 'Project Icon' has been extended throughout the entire Telstra organization. Our system has been extended into Telstra owned companies including BigPond, Foxtel, Yellow, White Pages, Trading Post, Sensis, Whereis, and Citysearch . 'Project Icon' is now being rolled out to all new Telstra devices, including Telstra’s T-Touch, T-Box and T-Hub. It can be seen in environmental, print and digital brand communications

Telstra 'Project Icon'

Brand expression - digital, icon system



















Telstra have 8.2 million
3G mobile services
























Applied to all new
Telstra devices
























Applied to POS and in-store
environments


























partner brand product UIs























WhereisNavigator Brand identity,
Our design system extended to
sub-brand identities for selected
Telstra owned company services