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TPG Case Study

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  • Brief

    TPG asked us to develop a distinctive sonic logo, brand music track, and a flexible sonic toolkit to bring consistency and impact across all touchpoints, from advertising to app UX. The brief was clear: capture the essence of their brand personality, anchored in three core traits: Restless, Bright, and Helpful.

  • Strategy

    We began by diving deep into TPG’s brand DNA and competitive landscape. Our strategic goal was to uncover a sonic identity that stood apart in a crowded telco market, one that could evolve with the brand while staying recognisably TPG. We translated each brand pillar into musical characteristics to guide creative development and ensure the sound aligned with their values and voice.

  • Creative

    From the spark of Restless energy to the clarity of Bright and the warmth of Helpful, we crafted a sonic logo that’s short, sharp, and unmistakable. The brand track builds on this motif, a vibrant, future-facing sound that feels catchy, optimistic, and full of momentum. The toolkit includes cutdowns, stems, stings and SFX, designed for seamless use across every TPG platform.

BACKGROUND

After almost 40 years, TPG, one of Australia’s largest internet and mobile service providers, has launched a bold, new brand identity, marking the next chapter in its evolution.

As part of this transformation, TPG underwent a bold rebrand. The new look features a sleek lowercase logo-mark, a vibrant, modern purple, and a dynamic “active dot”, a subtle but powerful nod to TPG’s always-on, always-in-your-corner approach to customer service.

OUR BRIEF

Smith & Western was tasked to develop a complete sonic identity for TPG that would deliver consistency, recognition, and emotional impact across all brand touchpoints, that could adapt across various formats while reinforcing a single, unified brand voice.

The aim was to build recognition quickly and ensure that sound played a meaningful role in every TPG interaction.

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