The Challenge
Optus had a fragmented sonic footprint—different music in different channels, different agencies making different choices. No consistency, no recognition.
Brand-level
Diluted recognition and weak sonic attribution.
Operational
Repeated sourcing, approvals, licensing fees, and composition costs with no reusable infrastructure.
Scalability
Solution needed to stay coherent at scale while flexing across channels and teams.
The Solution
A governed sonic ecosystem — not just a set of tracks, but a reusable system of assets, creative rules, and deployment behaviors that kept Optus sounding like Optus across teams, agencies, and channels.
The Strategy
Through workshops and stakeholder interviews, we defined the sonic mission, anchored to the brand idea of positive connections, and translated it into a distinctive style code.
Strategic anchor
Positive connections — optimistic, forward-moving, human.
Aesthetic direction
Retro-modern and propulsive. Bass-led, rhythmically driven, confident without being aggressive, with an infectious melodic hook.
Lyrical framework
Language designed to reinforce the Optus "Yes" platform — "It always starts with a YES."
This became the creative rulebook governing all future sonic decisions.
The System
Core Components
Hero Brand Theme — master composition with flexible edit architecture
Audio Logo — consistent mnemonic for sign-off and attribution
Genre / mood remixes — pre-built variation that preserves recognisability
Bespoke adaptations — channel- and moment-specific versions
Original score applications — incorporating the audio logo where appropriate
Integration guidelines — ensuring governance and streamlined approvals
Touchpoints
Broadcast campaigns
Social/ digital channels
Retail communications
Internal communications
Employer brand
How it Sounds
Clips are provided for reference from public sources.
Optus Audio Logo
Optus Business
Optus Mobile
Sustainability
Socials - Mike Bouris
Business - facebook
Building Salience
Replaced fragmentation with consistency
Shared sonic system created clear, repeatable signature across all channels — transforming weak sonic attribution into codified brand recognition.
Streamlined production and reduced costs: Reusable infrastructure eliminated repeated sourcing, approvals, and licensing fees — decreasing reliance on one-off commissioned tracks
Enabled cross-functional deployment: Governed framework allowed brand team, agencies, business units, and internal communications to execute confidently without bottlenecking approvals
Continuous use over multiple years: System remained operationally effective across teams and agencies — demonstrating the value of long-term stewardship and reusable assets
The ecosystem balanced creative flexibility with brand consistency, proving that governed systems can scale without sacrificing distinctiveness.
Disclaimer
This work was led under our creative strategy during our time as founders of Resonance Sonic Branding (later acquired by Songtradr). All trademarks and materials remain the property of their respective owners. Inclusion does not imply endorsement or an ongoing commercial relationship.
Credits
Client: Optus
Client lead: Cam Luby
Creative strategy: Ramesh Sathiah & Ralph van Dijk
Composer: Mitch Finglas
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