Vocus is an international technology business with services spanning Australia, New Zealand and Asia Pacific. As one of Australia’s fastest-growing companies, their owned and operated fibre network is purpose-built and constantly evolving to meet the future needs of communities, businesses and governments.

Following an ambitious strategy to double the Vocus business by 2023, there was a critical need to reset and recharge the brand, ready for transformation. Operating amidst ever-shifting technology, and customer and competitor dynamics, Vocus needed a brand that would enable them to stand for something meaningful in the market with a commitment to making things better, simpler and easier for customers, and to leverage a DNA that means they continually challenge, disrupt, see and do things differently.


  • Technology


  • Brand Architecture
  • Brand Identity
  • Brand Language
  • Brand Strategy
  • Customer Experience
  • Stakeholder Engagement
  • Brand Management
Elevating simplicity as Vocus’ unique product truth

The business had been held back by a brand that stood for very little. With customers looking for change, Vocus understood this was their opportunity to position themselves as a welcome alternative.

With expertise that goes deeper, a network that takes customers further, and relationships that bring them closer, we discovered there were a multitude of brilliant ways to communicate Vocus’ value.

We dug deep into the business to reveal that their unique proposition hinged upon the notion of simplicity – in an industry where complexity surrounds. We developed the brand idea that captured these two distinct dynamics – ‘Brilliant Simplicity’. A perfect reflection of their pioneering people, a world-class network, a customer experience defined by control and ease, and a business with clarity at its core.

A brandmark which delivers new-found purpose and meaning

We then looked at Vocus’ brandmark – taking the best of the past and evolving it for a future world, imbued with new-found purpose and meaning. With greater visual presence and character, the refined logo communicates Vocus’ journey from a voice business to a fibre specialist, with the letter ‘O’ representing a cross-section of a typical fibre optic cable. The same fibre optic cables we referenced in the brandmark inspired a vibrant colour palette that could speak to Vocus’ diverse customers.

A system inspired by our network

Next, we created a bespoke graphic system which gives life to the brilliance of Vocus’ world-class network and the simplicity of the experience it aims to deliver for customers. A system with added depth, breadth and meaning, with the flexibility to work across a variety of audiences and applications.