I was tasked with creating a visual playbook for the My Telstra app into market material using the newly uplifted Telstra Brand guidelines. After looking over existing material and researching other successful app material, I identified that Telstra’s material didn’t specify that the marketing was directing the viewer to the app, outside of small print, that it was difficult to differentiate the app from a mobile view of the Telstra website. I suggested identifiable typography that always mentions the app, as a foundational element whilst other factors took hold. Other elements being angled phones for dynamic marketing content, straight for serious service based content, two type styles, the Telstra logo, colour set and colour blocking. My process can be seen here. The boards were presented on multiple occasions to design leads, and various levels up the marketing chain with positive feedback to proceed. I’m happy with the direction thus far, unfortunately it wasn’t fully fleshed out due to many cooks and shifting priorities at Telstra.