TPG

TPG had been in Australians’ homes and pockets for decades. But the telco market had become crowded, confusing and low-trust. TPG, a brand with genuine heritage and known for value, had become lost in the noise.

Noise that was unhelpful and frustrating for customers. The insight that unlocked everything was simple, but foundational – customers didn’t feel championed by their telco – they felt managed by it: a number (pun intended), not a customer; unseen, unheard, and under-appreciated.

TPG had the opportunity to be the brand that changed that. To be the brand genuinely on its customers’ side, giving them exactly what they wanted: easy to understand, straightforward customer experiences, great value.  No overpromise, no extras; just a telco service you can rely on, that you can trust. The brand idea was hiding in plain sight: In Your Corner.

We built the full brand strategy around it: vision, purpose, value proposition, messaging framework, personality and tone of voice, before bringing it to life in a uniquely TPG way, refreshing its distinctive colour palette. The refreshed logo was softer, and subtly reflected the brand idea, activating the familiar wifi and mobile graphics in its corner. 

The outcome – TPG relaunched in 2025 and named WhistleOut's Mobile Provider of the Year. Heritage, modernised.