Telstra

Telstra App Visual Playbook
As an internal contractor at Telstra, Cassie was tasked with translating the updated Telstra Brand guidelines into a visual playbook for marketing the Telstra app.

After reviewing existing materials and researching successful app campaigns, Cassie identified a key issue: the marketing lacked clarity in directing users to the app specifically. It was often mistaken for the mobile view of the Telstra website, with “My Telstra app” wording diluting the brand’s strength. Drawing on global examples, she proposed dropping the “My” in favour of stronger, action-oriented calls like “Telstra app” or “Get the app.” This shift reinforced brand clarity and enabled more impactful visuals.

To support this approach, Cassie worked on positioning scenarios and visuals to elevate the “Get the app” message:

• Everyday deals – Get the app
• Save on cinema tickets – Get the app
• Exclusive offers – Get the app
• Get the app – and win points
• Get the app – to [x, y, z].

For users already on board, the messaging evolved to build engagement:

• Have the app? Got the app? Did you know you can [e.g., set parental controls]?

The strategy extended into visual design, introducing:

• Angled phone imagery for dynamic marketing and straight-on perspectives for service-focused messaging
• Distinctive typography that consistently referenced the app
• A hierarchy of two complementary type styles for service and marketing media
• Strategic use of Telstra’s logo, colour palette, and colour blocking to ensure alignment with the refreshed brand.

This approach received positive feedback from design leads and marketing stakeholders across Telstra, and though the work wasn’t fully realised to the standard envisioned due to shifting priorities, it has proven highly successful. A year after implementation, the campaign remains active, contributing to a remarkable increase in app traffic—from just over 3 million to more than 8 million active users.