Telus
Unifying for clear communication
TELUS Corporation is one of Canada's leading telecommunications companies, providing a full range of communications products and services for Canadians at home, in their workplace and on the move.
Challenges
TELUS, the Canadian holding company for Alberta's privatized telephone service, operated under two brands, AGT and ED TEL, each marketed a fragmented mix of branded products hindering a clear, customer-focused image. In addition, supporting two separate brands was not economical in the face of increasing competition
Actions
Launched a masterbrand strategy featuring a single brand, TELUS, to support the image of a company with a rich tradition of innovation, a breadth of competencies and a responsive customer-friendly attitude
Introduced a new signature for the TELUS brand—a dynamic “t” symbol designed to convey an energetic, responsive and progressive spirit
Helped facilitate a massive implementation effort to launch the TELUS identity quickly and effectively across all company communications