BrandCulture saw the opportunity to convey AAPT’s status as a beacon of technological innovation. The Sydney head office is in a prominent and visible location in the heart of the CBD, and information flows naturally within and external to the environment.

The graphic element of digital binary code ‘1’ & ‘0’ is strategically positioned across all six levels and throughout all four corners of the environment, creating a deep, illuminated visual vortex at night, drawing the eye in and elevating AAPT to iconic status from vantage points around the city.

On Level 23 Reception, a 100-ft entry brandwall featuring AAPT’s core values positions them as a people-centric organisation. BrandCulture recognised the opportunity to capture AAPT’s vision and people focus, drawing on iconic elements of digitised technology to give a strong visual and tangible feel to the business of telecommunication. The electronic ‘pulse’ emerged as a visual symbol of AAPT’s human heart and technological savvy.

Wherever stakeholders visit, they are met with the personality of each department, articulated through the unique colour palette, value statements and images that help deliver AAPT’s promise in context throughout the organisation.

Originally an OHS requirement, translucent discs at line-of-sight on glass walls were used. Customised metallic discs applied to the front and back of the glass create a 3D-effect, adding the illusion of dimensional shadow and subtle movement to passers-by. The discs spread out and merge with digital pulse graphics, continuing the texture and flow of visual technology elements though all six levels.

To maintain a transparent working environment while still providing privacy, seclusion graphics printed on optically clear film and applied in certain areas, delivers a range of visual shielding from zero to 100%, enhancing the colour theming of the floor. These elements provide seclusion for breakouts, storage areas and executive offices, allowing staff and clients to manage privacy requirements yet seamlessly blending the need to know with the desire to see beyond.

GLEBE - After successfully completing AAPT’s Sydney and Brisbane offices, BrandCulture were commissioned to create a branded environment for AAPT’s new Glebe offices, once again in collaboration with HBO+EMTB.

The Glebe location houses the primary components of AAPT’s technical infrastructure and technical personnel. BrandCulture used images of staff to reflect the human heart of the AAPT brand with the imagery style evolving to give the Glebe office its own technological, dynamic, energetic and fun identity. Particular brand elements were carried across into this new environment, in line with the brand guidelines and to ensure a consistent dialogue with staff.

AAPT understands the importance of consistent and clear communication of the brand to its staff. The environmental brand graphics were translated into internal communications pieces that deliver core communication and values in a dynamic and exciting way.

As with the Sydney headquarters and Brisbane offices, staff and stakeholders are greeted on each floor by an inspiring brand wall and messaging relating to the business units on that floor. The signage, wayfinding and office labeling system developed by BrandCulture was again seamlessly translated into this new environment, allowing visitors from other AAPT locations to navigate the building simply.

Excerpt taken from AAPT website 24.8.09

AAPT is Australia’s third largest telecommunications company and part of the Telecom New Zealand Group. They operate their own national voice and data network, providing Australians with great deals for phone, internet and mobile services – at home and at work. They offer a range of local and long distance voice, mobile, data and internet solutions for residential, business, government and wholesale customers.

Today, AAPT has a four per cent share of Australia’s $32 billion telecommunications market. They’re one of only three Australian telecommunications providers to own and operate its own national voice and data network. Our Australian operations bring together approximately 1500 people across Sydney, Melbourne, Brisbane, Perth, Adelaide and Canberra.

Their national backbone network represents a high capacity national transmission network from Cairns to Perth, incorporating all major cities and key regional centres. In metropolitan areas, approximately 85%of our business customers and 81% of our residential customer base is covered within their own network footprint.

Read more: AAPT

Environmental graphics of data seep out of the room and along the glass to create a pulse seen throughout the whole office.

Descriptive words relevant to the floors occupants support images of staff members in the lift lobbies throughout.