Giving nbn the freedom to do great things
nbn
Services
Brand Identity,
Brand Strategy,
Internal Transformation,
Brand Guideline,
Motion Design
THE BRIEF
Australia’s National Broadband Network, or the nbn, connects millions of Australians and homes and businesses to the internet. It’s a part of everyday life – the digital backbone of the country. However, rapidly evolving market dynamics have seen a shift in how the nbn brand is perceived.
All of this set the scene for nbn to evolve their brand.
Houston was tasked with transforming nbn’s brand narrative, strategy and visual identity. Our main aim was to establish the nbn as a brand that evokes a deeper sense of pride and a more emotional connection, that better expresses and reflects their purpose – to uplift the digital capability of Australia. For it to feel bolder, more aspirational and more purpose led. Positioning nbn as the superior connection choice – and in turn, realising its original vision.
All of this set the scene for nbn to evolve their brand.
Houston was tasked with transforming nbn’s brand narrative, strategy and visual identity. Our main aim was to establish the nbn as a brand that evokes a deeper sense of pride and a more emotional connection, that better expresses and reflects their purpose – to uplift the digital capability of Australia. For it to feel bolder, more aspirational and more purpose led. Positioning nbn as the superior connection choice – and in turn, realising its original vision.
Australia’s National Broadband Network, or the nbn, connects millions of Australians and homes and businesses to the internet. It’s a part of everyday life – the digital backbone of the country.
THE SOLUTION
We kicked things off with an in-depth immersion to uncover the challenges and opportunities that would define this strategic shift. Ultimately, it was the single-minded essence of freedom – and all the ways freedom can take shape for Australians – that inspired both the new brand strategy and the evolved visual identity.
nbn’s new visual expression amplifies the brand strategy and story by expressing the emotional warmth and freedom of being Australian. The core graphic device of a single circle represents the individual and the many, projecting a powerful upward momentum symbolising empowerment, progression and innovation.
The diversity of Australians is further communicated by an extensive and expressive colour palette – and authentic photography that captures real moments of freedom, positivity, innovation and Australia’s diverse landscapes.
nbn’s new visual expression amplifies the brand strategy and story by expressing the emotional warmth and freedom of being Australian. The core graphic device of a single circle represents the individual and the many, projecting a powerful upward momentum symbolising empowerment, progression and innovation.
The diversity of Australians is further communicated by an extensive and expressive colour palette – and authentic photography that captures real moments of freedom, positivity, innovation and Australia’s diverse landscapes.
The Result
We tested the validity of the new strategy and visual identity before the new brand launched to market. This process revealed that ‘freedom’ delivered a clear, compelling and more emotive expression – especially when underpinned by capability-led supporting messages. Furthermore, freedom is a concept that anyone can experience at any stage of life, giving the nbn a stronger platform to connect with their diverse, nationwide audience. This market testing gave us and nbn the green-light to proceed with the strategy – and take the ‘freedom to do great things’ to market.
Services
Brand Identity,
Brand Strategy,
Internal Transformation,
Brand Guideline,
Motion Design
The core graphic device of a single circle represents the individual and the many projecting a powerful upward momentum, symbolising empowerment, progression and innovation.
Relevant Projects
Houston Group acknowledges Aboriginal and Torres Strait Islander peoples as the Traditional Custodians of Country throughout Australia. Our studio sits on the traditional lands of the Gadigal people of the Eora nation and Wurundjeri people of the Kulin, and we pay our respects to their Elders past and present.
Check out our reconciliation action plan