Optus Brand 4.0
Building the digital system behind a national brand rollout
I led the application of Optus Brand 4.0 across digital advertising, turning the new visual identity into a scalable Figma system built for everyday production.
The result is a library of smart templates that can take campaign content and generate complete digital rollouts from one controlled system.
Input the campaign. Build the rollout.
The challenge:
One dashboard. Hundreds of assets.
It is simple, clear and directly sets up the system you built.
A few strong alternatives:
One campaign in. A full rollout out.
One system. Every digital format.
One source of truth. Hundreds of executions.
One setup. An entire digital campaign.
Build once. Roll out everywhere.
My pick is still One dashboard. Hundreds of assets. It feels the most concrete and recruiter friendly.
One dashboard controls the rollout
Campaign inputs are managed from a central Figma dashboard.
Add the copy.
Choose the colour theme.
Select the imagery.
Set the offer and sales content.
Those inputs populate the connected smart templates across the full digital suite.
The same campaign can move from a master direction into social, display, video, OOH and other digital formats without rebuilding each asset from scratch.
Smart templates
Flexible where they should be. Fixed where they need to be.
Brand 4.0 was translated into modular Figma templates that can adapt to different content, themes, imagery and layouts while protecting the core brand rules.
The system is built around two core structures, Nested Stack and Full Width Stack, which can create a wide range of executions through changes in colour, modules, imagery, copy and sales devices.
Brand rules, accessibility, legal requirements and layout behaviour are built into the templates themselves.
Designers control the creative.
The system protects the framework.
From master to rollout
Once the campaign direction is set, the approved master becomes the source for the wider rollout.
The same content and design logic flows through every connected format, preserving hierarchy, structure and visual treatment as the campaign scales.
Instead of rebuilding an entire digital campaign asset by asset, the team can populate the system once and generate the rollout from there.
80% faster large scale rollouts
Our findings show that large scale digital rollouts are now being completed around 80% faster.
Copy, imagery, themes and campaign content can be updated across hundreds of assets at once, while the Brand 4.0 rules stay built into every template.
What once required repeated production across individual assets can now be controlled from one system.
The impact
80%
faster large scale rollouts
100s
of assets updated at once
1
dashboard controlling the campaign
1 custom Figma digital production system
More work moves at once. Less time is spent rebuilding it.
One campaign setup. Hundreds of outputs. 80% faster.