In tandem with their re-branding in 2012, Telstra embarked on a journey of Workplace Transformation, redefining their Workplace Strategy and Guiding Principles. Telstra’s Future Ways of Working is a program that creates environments to promote new and effective ways for Telstra employees, consultants and clients to collaborate whilst showcasing the benefits of the technology we sell. BrandCulture were brought on-board to help incorporate Telstra’s brand into the new workspaces. Spanning across 16 levels of their 400 George Street, Sydney HQ, a landmark building at the intersection of Sydney’s two busiest streets, BrandCulture successfully implemented holistic branding elements and wayfinding in the environment that compliments Telstra’s current and ongoing vision.
Telstra’s Workplace Strategy and Guiding Principles provided the framework and foundation for brand inclusion in the new environment. Telstra’s purpose is ‘To Create a Brilliant Connected Future for everyone”, our purpose was to create branding in the environment to bring the purpose to life. Telstra wanted to identify ways for the brand culture to be visually expressed through these new dynamic environments. Along with project partners Davenport Campbell, BrandCulture were to ensure the work place expressed 3 vital qualities at specific touch points – colour, energy and angularity. It was imperative that the environment distilled the timeless and critical elements of the brand, remained simple and open but executed with courage. The strength of the Telstra brand comes from cumulative impact – at every point of connection, BrandCulture had to ensure this was true in their new workplace environment.
To accompany the core brand elements within the space, we developed the ‘Site Story’ signature pieces. After exploring an extensive archive of images from Telstra Museums and brand assets from marketing departments we selected a ‘gallery’ of images that represented the local context of 400 George St, an A grade landmark building located at the commercial centre of the CBD; including past, present and future technologies. The digitally printed canvases were depicted within standing phone booths, tucked away from the main workplace for privacy and treated visually as a contemporary ‘art gallery experience’ throughout the building. Their purpose is to make people feel connected, while visually enriching the working environment.
Telstra and Davenport Campbell developed, tested and enhanced a methodology for the FWoW floor plans including a variety of spaces flowing from active, energetic areas and connected areas through to more private, focused work spaces . Part of our challenge was to ensure our graphics mirrored and complimented this methodology.
We also needed a way to have Telstra’s distinct colour ‘spectrum’ traverse all 16 levels of the building, without overwhelming the space, and ensure our design could seamlessly integrate into any future FWoW floors. To help infuse the Telstra ‘spectrum’ within the space BrandCulture used a 3M di-chroic, colour shifting film, a material perfectly suited to support the 3 vital brand drivers – colour, energy & angularity. The infusion of strategically placed di-chroic film at specific touch points helped enhance the visitor experience and harbour their brand culture.
What might look like a random cut of shapes placed in irregular areas is actually a carefully devised installation strategy to help minimise cost, maximise effect and ultimately reduce wastage. We track sustainability three ways: working efficiently whilst being conscious of our carbon footprint at every opportunity, specifying sustainable materials in addition to maintaining ethical work practices in the production of our projects and, finally, creating designs that can last for years; ideally the duration of the interior fit out.
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