Future Deluxe and Re create 3D brand marks for Optus

Creative studio Future Deluxe has created a series of 3D versions of Optus’ ‘Yes’ brand mark to appear in stores.

The announcement:

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio Future Deluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment.

In partnership with Re, Future Deluxe have produced a series of 8x idents and a number of static key visuals which will be used by Optus on screens across retail, online, DOOH and TV.

Adrian Lawrence, Creative Director of Future Deluxe Sydney said “The abstract design of each ident is inspired by the nostalgic moods and sensations of Australian life, from the cool breeze which soothes us on a hot summer’s day to that calming feeling of standing in shallow waters at the beach. There’s a poetry to the spaces of Australia that we wanted to capture in these short idents”

Andy Thomas, Executive Creative Director of Re Sydney, said, “It’s been incredibly gratifying to take the Optus ‘Yes’ brand mark into a new and thought-provoking direction. It’s a great privilege and opportunity to be afforded by Optus. The work is striking and playfully brings to life the vision of the brand – to enhance the everyday.”

Michael Sinclair, Director, Creative and Communications Strategy at Optus said “We’ve been on quite the journey with Re to evolve the personality and presence of the Optus brand. As we started pulling the final pieces together, we saw an opportunity to really push some of our key ideas through more sophisticated motion design. It’s fair to say working with Future Deluxe has been a bit of a revelation for all of us. They’re known for both their experimentation and exacting standards, and it’s been a genuine pleasure to watch them push, pull and ultimately transcend our brief.”

As part of this project, Future Deluxe defined a set of motion principles for Optus so that more idents can be produced in future within the same visual system.

In 2019 Future Deluxe worked on a similar project for BBC2, defining the design system for an ‘infinite number’ of idents to be created by various different artists and studios across the world, a project which went on to win a number of design awards.

Future Deluxe opened their Sydney studio last year and since opening have been building a small local team to deliver motion design and 3D animation work for clients including Converse, Rimowa and Optus.

Source: Future Deluxe media release


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