5G Home Internet
Category
Visual Design · Art Direction · Campaign
Client
Telstra
Year
2023-2024
My Role
Lead Visual Designer
Telstra had an existing 5G campaign already in market. The brief was to extend that visual language into the Home Internet product, creating a banner that felt connected to the broader brand while driving real engagement and boosting sales for the 5G Home Internet offering.
The Brief
The objective was clear: drive engagement with Telstra's 5G Home Internet product and convert that engagement into sales. The challenge was standing out in a crowded digital space while staying true to a campaign aesthetic that was already established. Starting from scratch wasn't the answer. The existing 5G campaign had strong brand equity. The task was to evolve it, not replace it. I worked closely with the copywriter to make sure the tagline and the visual were doing the same job: elevating the product and making the message land.
My Approach
How I tackled it.
I started by immersing myself in the existing Telstra 5G campaign, understanding the visual DNA, the colour language, the energy of it. The goal wasn't to copy it but to draw from it, creating something that felt like a natural extension of the campaign family. Working closely with the copywriter, we developed a tagline that the visual needed to serve. The design and the words had to reinforce each other. Neither could carry the message alone.
With the creative direction locked, I moved into building the banner artwork, reimagining and repurposing existing campaign assets through compositing and retouching in Photoshop. The result needed to feel fresh and product-specific while remaining unmistakably Telstra 5G. Every design decision was made with one objective in mind: stop the scroll, communicate the product, drive the click.
Outcome
A campaign banner that extended Telstra's 5G visual language into the Home Internet space. On brand, on brief, and built to convert.
- Led the visual design of the Telstra 5G Home Internet campaign banner end-to-end
- Collaborated closely with the copywriter to align the tagline and visual for maximum impact
- Drew from the existing Telstra 5G campaign aesthetic to create a cohesive product extension
- Composited and retouched final artwork in Photoshop, repurposing campaign assets into a fresh execution
- Designed with a single commercial objective: drive engagement and boost 5G Home Internet sales
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