TPG Case Study

TPG Telecom is one of Australia’s largest telcos, built on a challenger spirit and a promise of better value. Following its merger with Vodafone Hutchison Australia, the brand needed a refreshed identity that captured its brand personality while standing out in a crowded market.

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.

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.

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.

The new sonic identity launched across national advertising, digital platforms, and the TPG app, giving the brand a consistent and instantly recognisable sound. From TV and radio spots to UX moments, the sonic logo and toolkit created a unified presence that reinforced TPG’s challenger spirit at every touchpoint.