Optus ‘Yes’ brand mark taken into new territory by FutureDeluxe and Re
As part of a larger project to refine its brand with partner branding agency Re, Optus has engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment.
In partnership with Re, FutureDeluxe has produced a series of 8x idents and a number of static key visuals which will be used by Optus on screens across retail, online, DOOH and TV.
Says Adrian Lawrence, creative director of FutureDeluxe Sydney: “The abstract design of each ident is inspired by the nostalgic moods and sensations of Australian life, from the cool breeze which soothes us on a hot summer’s day to that calming feeling of standing in shallow waters at the beach. There’s a poetry to the spaces of Australia that we wanted to capture in these short idents.”
Says Andy Thomas, executive creative director of Re Sydney: “It’s been incredibly gratifying to take the Optus ‘Yes’ brand mark into a new and thought-provoking direction. It’s a great privilege and opportunity to be afforded by Optus. The work is striking and playfully brings to life the vision of the brand – to enhance the everyday.”
Says Michael Sinclair, director, creative and communications strategy at Optus: “We’ve been on quite the journey with Re to evolve the personality and presence of the Optus brand. As we started pulling the final pieces together, we saw an opportunity to really push some of our key ideas through more sophisticated motion design. It’s fair to say working with FutureDeluxe has been a bit of a revelation for all of us. They’re known for both their experimentation and exacting standards, and it’s been a genuine pleasure to watch them push, pull and ultimately transcend our brief.”
As part of this project, FutureDeluxe defined a set of motion principles for Optus so that more idents can be produced in future within the same visual system.
In 2019 FutureDeluxe worked on a similar project for BBC2, defining the design system for an ‘infinite number’ of idents to be created by various different artists and studios across the world, a project which went on to win a number of design awards.
FutureDeluxe opened its Sydney studio last year and since opening has been building a small local team to deliver motion design and 3D animation work for clients including Converse, Rimowa and Optus.
22 Comments
Absolutely stunning. World class. Brand brought to life properly for a change down here.
This is really nice
Look like those jazzy animations manufacturers make to show off their TVs in Harvey Norman.
Well done guys, you made some branded screensavers.
Exceptionally brilliant and inspiring.
They look great and are a technical and artistic achievement. But did I think of the Australian breeze when I saw one of these? Which one is even the breeze one? Is it blue or is that the ocean/beach one? Who knows. It’s stylish but that’s about it. “Brand brought to life”, I don’t think so. These are only going to be memorable to other designers in a few months. It’s a less-effective re-hash of the BBC2 work. But again amazing execution from the team, all praise for the implementation but it’s extremely weak on concept.
Hello suit or irrelevant and unemployed creative person.
Waves back.
Congrats for taking a fairly tame snarky comment about the work, and making it personal.
For the record, Definitely employed, definitely not a suit, fairly sure I’m moderately relevant, completely clueless as to how creative I am…
ESPECIALLY if your definition of ‘creative’ is a no-concept rehash of existing work, that only lives as animated wallpapers in a phone shop.
If thats what you deem ‘creative’ – then yep, I’m not creative.
I want what they are smoking.
Great visuals.
These are beautiful guys, well done.
You can hardly make out the ‘Yes’ even when you know to look out for it.
The average consumer isn’t going to think twice about this.
I never saw the Yes until reading @Am I Miss Something’s comment.
Very Bjorkian and Thom Yorkian. Love the aesthetic.
Hi all,
Thanks for all the comments both good and bad, I can appreciate both sides. More than happy to discuss further over a coffee.
Cheers
Adrian
YESSS Future Deluxe are bloody epic! Get it!
So you’re a big shot creative with an ego to suit huh? Like a cookie?
Your snarky comments that they had “made flashy screensavers” goes to show how much of a narrow minded child you are.
If you appreciate the disciplines of design (which as far as I was aware, is a well respected field of “creativity”), then you’ll appreciate good animation and 3D work when you see it.
Who knows where this could end up? Branded stingers, experiential, POS… Vivid. Have you ever seen a branded animation applied to various executions, places and spaces before? Have you ever seen brands experiment with visual treatments in execution as a form of creative expression? Hmmm… Congratulations for proving you are about as imaginative as a piece of dog shit.
Someone in here is taking this real personal.
Most everyone here agrees (even Adrian?) that these look good. Maybe they can be used POS. Maybe they could go on at Vivid. But communication is murky. We didn’t get an Australian breeze or really any other links to AU, it had to be explained. The most AU thing about it is the sound design and even that has nothing to do with Optus as a brand except their location. But again it looks nice so if that’s the criteria, good on everyone.
Beautiful work. Love Michael Sinclair and now love Future Deluxe.
So refreshing to this level of art and craft. We need more of this.
Who else but an agency employee or optus employee would compliment the suit/client on the blog.
Sure, just tell all the Sydney agencies to stop offering such low budgets for design and 3D and we can all make similar work. Level of craft goes hand-in-hand with spend and timeline. Something 90% of Sydney agencies don’t want to understand.
These are very nicely crafted and weird which is even better. Reminds me of the BBC 2 idents https://youtu.be/HUn2wMGzYyk
None of them appear to have any relevancy, half of them are illegible, and simply boring visuals. Sorry just my opinion.