Problem

The nbn™ network aimed to redefine its marketing approach, moving towards a more imaginative exploration of the digital economy's creative possibilities. The challenge was to implement this new brand vision across diverse mediums, including large-scale print, digital, and outdoor campaigns, with inherent complexities for a small design team.

Specifically, the campaign demanded weekly regional press placements (up to 12 ads/week with localised content and bespoke specifications for each publication over six months). Furthermore, a significant outdoor campaign required designing initial templates for large-format billboards and street furniture, alongside adapting the creative for challenging formats like bus-side advertisements, all while strictly adhering to brand guidelines and ensuring readability.

Process

As a key member of the design team, I collaborated closely with the creative team to implement this new campaign. My primary contribution involved devising master templates for the extensive regional press campaign. This approach ensured efficient delivery of up to 12 localised ads weekly by our small team, consistently aligning with the original creative vision and new global brand guidelines.

For the outdoor campaign, I partnered with the retoucher to design the initial templates for large-format ads, meticulously ensuring key art files met appropriate margins and quality for all placements. I also tackled the challenge of developing bus-side advertisements, skilfully balancing format constraints with the creative vision and strict brand guidelines to maintain impactful messaging and artwork readability.

Solution and Results

Through strategic template development and meticulous adaptation, we successfully rolled out the comprehensive nbn™ relaunch campaign across national print, digital, and widespread outdoor placements. Our innovative solutions ensured efficient delivery, consistent brand representation, and impactful local area awareness for the nbn™.