Telstra: Life in full colour, rebranding Australia’s largest telco

Telstra’s “Life in Full Colour” rebrand marked a bold shift in how the company presented itself to the Australian public—moving from a legacy telecommunications provider to a more human, customer-focused technology brand. The project was driven by the need to reflect Telstra’s internal transformation, which included network innovation, service simplification, and a renewed commitment to customer experience. The rebrand served as a visual and strategic expression of Telstra’s ambition to be seen not just as a utility, but as an enabler of possibility in a digitally connected world.

At the heart of the rebrand was the positioning of Telstra as a brand that brought people closer to what mattered—family, community, opportunity, and progress. The tagline “Life in Full Colour” reflected a more optimistic, inclusive, and emotionally resonant brand personality. It aimed to convey that technology, when done right, didn’t just connect people—it enriched their lives. This emotional storytelling represented a departure from Telstra’s more functional and corporate identity of the past.

Visually, the rebrand introduced a dynamic new colour palette, evolving the familiar “T” logo into a more fluid and expressive symbol. The design system incorporated vibrant gradients and accessible, modern typography that reflected the diversity and energy of contemporary Australia. These visual elements were developed to communicate flexibility, innovation, and inclusiveness—key attributes of the refreshed brand identity.

The rebrand also responded to years of customer dissatisfaction and growing competitive pressure. With public trust in the brand having declined, Telstra needed to reposition itself as more responsive, transparent, and easy to deal with. “Life in Full Colour” signalled a shift towards a customer-first mindset and a willingness to evolve. It supported a broader organisational renewal, which included improvements to digital channels, simplification of product offerings, and cultural change within the company.

In summary, Telstra’s “Life in Full Colour” rebrand was more than a cosmetic update—it was a strategic move that articulated the company’s transformation into a modern, customer-led technology brand. It redefined how Telstra connected with Australians, both visually and emotionally, and laid the foundation for a stronger, more relevant future.