The Client
As one of Australia's three largest telecommunications companies and part of the Telecom
New Zealand Group, AAPT moved into new offices in Sydney's World Square, with a spectacular
interior fit-out (over seven floors) and appropriate for a telecommunications company of its standing.

Floor shots of AAPT's branded head office in Sydney's World Square

The Challenge
Although beautifully appointed, something fundamental was missing in this new space and this
was an opportune time to implement it – an experiential branding strategy which represented the
company, staff and culture; and which imbued the brand values in staff and clients alike.

Some of the staff shots taken and used in the fit-out of the Brisbane offices

Therefore, the challenge was to find a visual metaphor for AAPT and telecommunications generally
without reverting to pedestrian literal imagery. Through thorough investigation, it was determined
that one of the most important objectives was to reinforce the AAPT brand as compelling, relevant,
and contemporary and, in doing so, to incorporate an integral part of the AAPT brand positioning...
irreverence.

Staff hero shots and office graphics

The Solution
Working with a very large space, graphics were created based entirely on pixelated information
enlarged to approximately 20mm square. This results in an overall pattern of movement when
someone walks past the graphics. Only when the same graphic is viewed from a slight distance does
the imagery come into focus, revealing the human and technological aspects of the company.
The main focal points of the graphics are the nearly 2.5 metres high digitsed photographs of staff
members creating an appropriate but irreverent - moment of their own.

Staff shots created for the Glebe offices in Sydney

The Outcome
The success of the head office environmental/experiential branding strategy resulted in the program
being extended to AAPT offices throughout Australia.


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© 2010