New brand strategy and identity for Telecommunications Industry Ombudsman (TIO) created by Melbourne brand agency Truly Deeply.
The new brand proposition is all about helping both consumers and providers ‘find a clear way forward’. This is supported by clear and simple messaging that explains what the organisation does, how it operates and how it can help all parties.
Showcased on its new website, the brand aligns the national organisation’s image with its purpose to provide a fair, independent and accessible dispute resolution service for consumers and the telecommunications industry that complies with the Benchmarks for Industry-based Customer Dispute Resolution.
New vs Old brandmark
Ombudsman Judi Jones said, “The new brand represents the warm, professional and approachable service we provide. The improved accessibility of the website makes it easy for a consumer to make a complaint and provides clear information to help consumers and providers understand processes, policies and common outcomes.”
“The development of this brand has been a journey of reflection: Where have we come from as an organisation? How do we want to be perceived? It’s about providing a dispute resolution service for all.”
Designed to unify the Telecommunications Industry Ombudsman’s diverse stakeholder community, the new brand and logo represent all parties in the complaint resolution process. The identity blends multiple visual concepts: the wider community and membership; authority and strength; cooperation and inclusion; growth and evolution; and helping all parties find a clear way forward.
The logo embodies the sustainability and resilience of the organisation, now in its 26th year. The earthy colour palette is reflective of the fair, independent and grounded mindset required to resolve complaints successfully.
The new website simplifies the complaint process for consumers and small businesses making it easier to update an existing complaint, understand the process and the next steps.