Freelance Telecommunications Brand Consultant
Client case study: TELUS
TELUS is Canada’s most valuable telecommunications brand, and the 6th strongest brand in Canada.¹
A major player in the telecommunications, health, and agriculture spaces, TELUS sets itself apart for its social giving and community impact in Canada and beyond through TELUS Friendly Future Foundation.
My work with TELUS is quite varied, covering brand management, copywriting, and creative consultation.
TELUS 2024 AI report
Copywriting + copy editing
The TELUS Data Ethics team engaged with roughly 5,000 Canadians to understand the feelings and opinions of the public around AI.
The full report can be accessed at telus.com/ResponsibleAI.
Click images to see them full screen.
TELUS brand guidelines
Brand strategy + copywriting
TELUS brand standards are under lock and key, so I can’t show you too much. I was involved in creating a number of their standards, though. These standards included writing conventions, logo usage, photography selection and usage, dual-branding, logo hierarchy, Authorized Dealers, advertising templates, iconography, and typography.
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TELUS logo management, creative consultation, and standardization
I didn’t design the TELUS logo, of course, but was responsible for managing the suite of 90+ logos under the TELUS umbrella. As part of this work I also:
Worked with a Graphic Designer to create detailed logo creation standards to future-proof logo creation. This included planning for spacing and sizing of future additions to the logo, and kerning for each letter of the alphabet to ensure visual alignment and consistency.
Helped create the dual-branding strategy for TELUS and Koodo
Provided creative consultation on Babylon by TELUS Health logos
TELUS careers - LinkedIn Life profile
Copywriting
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TELUS travel tips email
Creative concept + copywriting + art direction
The TELUS Service and Support team wanted to dispel the most common misconceptions that Canadians have about data roaming and using their phone plans internationally. Generally, service messages can be quite matter-of-fact, but the team wanted this email to be engaging and full of the charm that the TELUS brand is known for.
I worked with the TELUS Studios Design and Video teams to bring this concept to life. We chose the frog to communicate the message, with mentions of “hopping across the pond” and “leaving your pad” to make the messaging more memorable.
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TELUS eSports tournament emails and digital ads
Copywriting
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TELUS advertising
Creative consultation + brand management + art direction
As part of my work with the TELUS Brand Office, I provided creative consultation to the Marketing Communications teams and Advertising Agencies on campaign work. This ensured brand compliance and consistency across the organization.
Here are some examples of a Babylon by TELUS Health campaign I worked closely with the TELUS Health team and agency on. We worked through look and feel, colours, messaging, and logo usage.
