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.
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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.com web page building
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TELUS Digital content and design leadership
TELUS Digital were changing the way they built pages on telus.com and beyond. They hired me to usher in this change by heading up the content and design team responsible for this work.
This work includes:
Training the content team on the CMS, Contentful
Educating the content team on UX, accessibility, and content best practices
Coaching the UX/design team on the TELUS brand and ensuring pages fit the brand’s new aesthetic
Engaging with stakeholders to manage expectations and timelines
Working with Developers and UX Designers to create new components that are not only visually appealing and easy to use for the customer, but also easy to use for Content Practitioners
Liaising with the Design Systems team to ensure components were reusable for all digital products
Troubleshooting with team members across the organization building pages and creating content
TELUS Digital advanced imagery training
Creative concepts + copywriting + site building + digital component modelling + training
Click images to see them full screen. Please note that specifics have been blurred for client confidentiality.
Click images to see them full screen. Please note that specifics have been blurred for client confidentiality.
TELUS Digital fundamentals of page building training
Creative concepts + copywriting + site building + digital component modelling + training
TELUS Digital swag - Friendly future makers
Creative concept + copywriting + design
Taking inspiration from TELUS’ new tagline “let’s make the future friendly”, I came up with the term “friendly future makers” as a label for TELUS Digital team members. This brought the tagline to life and made it ownable. The term was intended to remind team members that the work they were doing was making the world a better place.
