Our design process began with a robust consultation phase – where we undertook brand strategy workshops with both Telstra's brand leadership team and the University of Melbourne's brand and academic leaders. Through this process we were able to define a shared 'spirit' for the brand, leading us to an understanding that it needed to combine the physical with the virtual, it needed to be inquisitive and demonstrate problem solving, and – importantly – it needed to have a sense of fun to inspire the next generation of STEMM innovators.
Our design team undertook a significant concept development phase, where we integrated our brand strategy into the visual brand concepts – exploring multiple directions and opportunities for presentation. We then worked collaboratively with both the Telstra and University of Melbourne teams to refine their preferred direction.
With the concept approved, we worked our way through an extensive list of deliverables for the brand. This included:
– Site signage
– Digital content for screens across the site
– Presentation documents
– Launch themes aligned to research priorities
– A digital communication strategy
– A full motion toolkit to enable the consistent production of all future video content
– GUI interfaces
– Media walls
At each step of the way, we worked collaboratively to bring each of the partner organisations along together – creating a genuinely interactive shared spirit amongst the client and design teams.