Giving nbn the freedom to do great things

THE BRIEF

Australia’s National Broadband Network, or the nbn, connects millions of Australians and homes and businesses to the internet. It’s a part of everyday life – the digital backbone of the country. However, rapidly evolving market dynamics have seen a shift in how the nbn brand is perceived.  
All of this set the scene for nbn to evolve their brand. 
Houston was tasked with transforming nbn’s brand narrative, strategy and visual identity. Our main aim was to establish the nbn as a brand that evokes a deeper sense of pride and a more emotional connection, that better expresses and reflects their purpose – to uplift the digital capability of Australia. For it to feel bolder, more aspirational and more purpose led. Positioning nbn as the superior connection choice – and in turn, realising its original vision.

Australia’s National Broadband Network, or the nbn, connects millions of Australians and homes and businesses to the internet. It’s a part of everyday life – the digital backbone of the country.

THE SOLUTION

We kicked things off with an in-depth immersion to uncover the challenges and opportunities that would define this strategic shift. Ultimately, it was the single-minded essence of freedom – and all the ways freedom can take shape for Australians – that inspired both the new brand strategy and the evolved visual identity. 
nbn’s new visual expression amplifies the brand strategy and story by expressing the emotional warmth and freedom of being Australian. The core graphic device of a single circle represents the individual and the many, projecting a powerful upward momentum symbolising empowerment, progression and innovation.  
  
The diversity of Australians is further communicated by an extensive and expressive colour palette – and authentic photography that captures real moments of freedom, positivity, innovation and Australia’s diverse landscapes.