Connecting New Zealanders

Telecom – now Spark

Branding, Logo & Identity

The brief was to shift the Telecom brand from a technology focus to be more consumer-friendly focus, making the brand more human and engaging. Adopting an informal ‘doodle’ style, the identity was developed and produced bright, fun and unique designs, applied to traditional advertising, in-store decals, online and to an internal communications programme. To help engage the internal culture within Telecom to the new brand idea and values, a brand booklet was designed for all staff, irrespective of their job title. This unifying document introduced the new brand style, involving doodles, handwritten typography and informal imagery, with a cover personalised to each person. Brand guidelines were developed to ensure all communication reached consumers with consistency. This included writing styles, design systems and created formal instructions for using the rather ‘informal’ brand assets.


Senior Designer – Andy Scarth

Creative Agency – Saatchi & Saatchi Design