Optus realized they needed to shift from simply delivering telecomunications to delivering the full experience of digital engagement. Re, a part of M+C Saatchi Consulting, partnered with Optus to create a brand fit for this bold new world. Yes’ has been an enduring part of the Optus brand since the 90s, but over time it had lost meaning. This was our chance to give it a more defined role. By decoupling ‘Yes’ from the Optus logo, we created a standalone mark that represents the voice of the customer. It’s the customer response when Optus makes 'Yes Moments’ happen.  

Yes is now at the centre of a more energetic design system where colour is simplified and type is used in a more confident way to capture the dynamism and wit of the brand.  The design system comes to life in retail to showcase the true scale of the Optus brand. In the flagship Brisbane store, expressive idents inspired by the Australian environment create an immersive experience.