nbn Australia

Overview

Research revealed that nbn Australia’s existing focus on functionality was failing to connect with consumers, who saw the brand as uninspiring and inaccessible. In response, a new strategy was developed to reposition the nbn with a more imaginative and human-centred approach, marking a significant shift in how the network presented itself to the public.

The brand’s purpose was redefined: to close the digital divide and enable greater participation in the digital economy. This purpose informed a new brand architecture and visual identity, which were rolled out across the entire organisation.

We then brought this refreshed brand to life through a national campaign – the first to feature television. Designed to foster a more emotional connection with audiences, the campaign softened the brand’s previously clinical tone, putting people and possibilities at the centre. It was delivered across outdoor, print, digital and TV, signalling a bold new era for nbn Australia.