The Challenge
Optus needed a sonic system that could work across channels, teams, and agencies - staying coherent at scale while flexing across different contexts and use cases.
Brand-level
Consistent sonic recognition across every channel and touchpoint
A sound that built recognition regardless of channel or context
Operational
Reusable infrastructure that reduced reliance on one-off sourcing, approvals, and licensing
A system that made every future sonic decision faster and cheaper
Scalability
Coherent at scale, flexible enough to work across teams and contexts
Built to travel — across channels, agencies, and markets — without losing its identity
The Solution
A governed sonic ecosystem — not just a set of tracks, but a reusable system of assets, creative rules, and deployment behaviours that kept Optus sounding like Optus, everywhere.
The Approach
The Foundation
Propulsive and euphoric. Bass-led and driving, with a lift that's warm, human,the kind of energy that moves forward with momentum.
Aesthetic direction
Retro-modern in character. Rhythmically confident without being aggressive, with an infectious melodic hook.
Lyrical framework
Language built to reinforce the Optus "Yes" platform — "It always starts with a YES."
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 variations 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
Employee brand
How it Sounds
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Optus Business
Optus Mobile
Sustainability
Building Salience
A shared sonic system created a clear, repeatable signature across all channels — building recognition and making it easy for teams, agencies, and business units to execute consistently without bottlenecking approvals. Reusable infrastructure reduced reliance on one-off commissioned tracks. The system remained operationally effective across teams and agencies over multiple years, demonstrating the value of long-term stewardship.
Disclaimer
Work shown was created during our founders' tenure at Resonance Sonic Branding and related companies. Trademarks and materials belong to their respective owners. No endorsement or ongoing relationship is implied.
Credits
Client: Optus
Brand Lead: Cam Luby
Sonic Strategy: Ramesh Sathiah & Ralph van Dijk
Composer: Mitch Finglas
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