The newest rebrand in the land rolled out on Sunday with Interbrand's campaign for the telecommunications behemoth Telstra after 10 months in development.

In the carrier's first visual repositioning since 1993 the long held traditional orange and blue palette has been replaced with Welcome to Life In Full Colour - a bright, multi coloured execution across all channels.

Marty O'Halloran, chief executive officer of  DDB Group said that with Telstra being one of the country's biggest, most recognisable brands the challenge had been to maintain familiarity, while  encouraging customers to re-evaluate their perceptions of the carrier.

"Aspects of people's lives are not any one colour," he said. "Injecting the existing branding with a full colour wardrobe means that we can take the Telstra brand to customers in a recognisable, relevant and engaging way."

The last 24 hours have seen considerable feedback of all persuasions on websites and social media feeds. Whilst many view the refresh as vibrant, relevant and long overdue, others have slammed the identity and roll out as derivative, complicated and not going far enough in terms of upgrading Telstra's offering in terms of service, facilities and the company's perceived image.

Australian Creative will be speaking in depth with both Interbrand and Telstra in regards to the development of the rebrand, the ongoing campaign and their answers to the criticisms that have emerged. Look out for an in-depth case study and exclusive trade press interview in the next print issue of the magazine.

A short film features on Interbrand's new website Stand Apart and can be viewed below.

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