Internet and mobile service provider TPG has launched a new brand identity, marking the next chapter in its evolution.
The refreshed brand, developed in collaboration with R/GA, features a fresh modern logo and visual system that reflects simplicity and reliability.
The brand campaign, created with Thinkerbell and Starcom Australia, shines a spotlight on the feeling of being a winner with TPG, where customers can expect straightforward service, great value and market-leading offers.
The TPG logo has long been a symbol of value and dependability, and the refreshed logo builds on these characteristics.
“We’ve refreshed how we look, but what we stand for stays the same – exceptional telco at great value,” said Krista Blythe, head of brand at TPG Telecom.
“This refresh is about showing up in a way that reflects how far we’ve come.
“Whether it’s our NBN price beat guarantee, or having Australia’s best mobile provider in your pocket, you can’t lose as a TPG customer.
“We will continue to deliver on that promise for our customers as our new brand identity marks the next chapter for TPG, evolving the telco into a contemporary, digital, value leader.”
R/GA led the creation of TPG’s new visual identity, which features a sleek lowercase logomark and a more vibrant purple. In the corner sits a dynamic dot that comes to life in motion.
Ben Miles, chief design officer, APAC, R/GA said TPG is a brand that doesn’t just connect Australians, it champions them.
“Grounded in the idea of being ‘in your corner,’ we designed every element of the new brand system to reflect TPG’s steadfast confidence,” he said.
“From a design system that draws on the visual language of everyday life, to our refreshed logo, with its iconic dot always at the ready, the new brand reflects an organisation that’s showing up not to shout, but to support.”
Thinkerbell developed the launch campaign, which will roll out as a series of five spots showing in unexpected ways that just being a TPG customer makes you a winner.
“The ‘You’re a winner’ campaign is a simple yet fun way of communicating what it feels like to experience the incredible TPG product offering,” said Paul Swann, chief creative tinker at Thinkerbell.
“With the new identity, there’s so much energy around the brand and we wanted to reflect that in the communications.”
The full campaign is rolling out across owned and paid channels, with Starcom Australia driving the media strategy and placement.
“The evolution of TPG’s position in market is an exciting prospect, placing them as a key leader in the modern telco space,” said Aaron Hunt, account director at Starcom Australia.
"Our strategic media approach is built on providing clear space for the brand and driving impactful connection in an otherwise cluttered category, ensuring TPG will be simply unmissable."
TPG’s new identity will appear across all customer and brand touchpoints in the coming weeks including packaging, out-of-home, digital, in-store, and owned channels.
To celebrate its brand refresh, TPG is giving away 12 months of free internet to 100 customers.
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