Background

Telstra created an integrated messaging and browser solution for simplified access to the most popular social networking services on mobile. Tribe makes it easy to manage social networks through one mobile application.

Lucas Melbourne was asked by Telstra to create a brand identity for Tribe. The new brand needed to complement the existing Telstra icon set. Telstra required an identity and set of UI assets that could extend across a range of brand touch points. The brand needed to have promotional attributes and work as a navigational icon. Tribe would be seen on millions of Telstra mobile phones.

Solution

Our solution highlights that Tribe creates a central stream of personal information. The new Tribe brand integrated seamlessly with Telstra’s existing digital brand assets.
Our new brand was supported by an above the line campaign across Australia. The Tribe brand is now installed on every new Telstra mobile and device.

Telstra Tribe

Brand expression
Brand applications