Touching Telstra’s Future




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The completion of the stack plans at Telstra’s national headquarters saw a timely opportunity to engage with the Telstra Executive Teams at the annual TET Summit. Executives were exposed to a new workplace strategy that would change how people would work at Telstra forever. The national Summit was held in Melbourne and installation created by BrandCulture offered a platform to engage and provide insight to Telstra’s future workspaces. The ‘Future Ways of Working’ virtual tour demonstrated the collaborative neighbourhoods at Telstra’s Sydney Headquarters.


Our brief was to engage and inform Telstra executives with the upcoming changes and the role they would play in that strategy. Telstra executives gained an understanding of the new working narrative driving the whole program and the overall workplace strategy. It was an opportunity to see a typical neighbourhood, how it operates and find out where their teams and collaborators would be located. It was also an opportunity to hear stories from colleagues who had been working in a prototype ‘lab’ environment on one half floor of the building. The exhibit included two large touch screens and contact could be accessed via a QR code to share with others via smart phones. Votes could be submitted for the areas which were liked the most.


We designed the experience to reflect the ‘activity based working’ environments being introduced at the head office at 400 George Street. This gave the executive teams a view of upcoming changes as the 2020 vision was being rolled out. A new era will see enhanced collaboration; productive meetings and a better-connected and healthy work environment. It distilled the critical elements of the brand, shared the Telstra story and communicated what the colours, materials and technology that would be featured in the new spaces.

Located at Melbourne’s Docklands, the re-purposed wharves presented a unique opportunity for a structure with scale and volume 
to showcase a virtual tour of the working neighbourhoods and be a conversation starter; a 4-metre high hexagon structure was erected centrally to the break out space between sessions. The installation encouraged physical interaction with iPad touch points that lit the structure via the Telstra colour spectrum. Large touch screens integrated into the structure displayed the neighbourhoods tour.  A wall of images and quotes from other executives who had already experienced the Future Ways of Working at George Street were represented on the panels around the hexagon.

The two-day seminar created a platform for questions and impressions with regular updates via the internal Telstra social network platform – Yammer. The result was a collection of ideas and experiences generated by people who have been part of the consultations, conversations, pop-up spaces and lab activity over the past year. It ultimately was delivered through a technically edgy and interactive experience.


We make conscious decisions about our processes within design when specifying materials, which allow us to offer our clients a wide range of environmentally friendly branding and signage options that reflect their policies. For this particular exhibit, we specified a fabric frame structure that comprised of reusable lightweight aluminium extrusions to create a frame and stretched printed fabric to create the structure. By directing theatre lights a transition through the Telstra brand colours was possible when the iPad was touched through a remote radio connection, the environment was illuminated with ambient coloured light which created a comfortable club like atmosphere between conference breaks.

Other sustainability attributes include: printing directly onto fabric using water based dye sublimation ink system, cut and finish fabric that does not require heavy duty equipment, lightweight materials for freight and storage. Finally, it ensures that the complete system easily reuses the fabric over and over again which all works toward reducing impact on our environment.


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