Repositioning Yes at the heart of Optus’ design system.



Yes’ has been part of the Optus brand since the ’90s, but over time it had lost meaning and as Optus has evolved, its use became uncertain and its role as an asset was confusing. The new brand builds on Optus’ iconic ‘Yes’ to bring to life the energy of connection.  

Yes is now right at the centre of a more energetic design system. Redefined for retail and content. Colour much simplified. Type is used in a more confident and energetic way to capture the dynamism and wit of the brand.

Agency: Re Sydney































© Nick David Hill 2019
Sydney, Australia