get good
telco
brand guidelines, animation, illustration
Good Telco simplifies the often complex world of business telecommunications by helping companies — from small-business to enterprise — save time and money through curated telecom solutions. I was engaged to craft a full visual identity and supporting media assets that would reflect their brand promise in a way that felt professional, trustworthy, serious — yet energetic and accessible.
Challenge
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The telecom space is inherently technical, complex and can feel intimidating. Good Telco needed visuals that would make this complexity feel approachable and clear.
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They required a consistent visual system across illustrations, animations/videos, and print/digital branding that would work across platforms (presentations, website, social, sales collateral).
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The illustration style had to strike a balance: not too playful (to maintain professionalism and trust) but not too rigid (so it felt modern, energetic).
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The animations needed to reflect clarity and simplicity: the user journey, solution-benefits, and brand promise should feel intuitive and minimal, not overloaded with effects.
Approach
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Brand strategy alignment
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We began by working closely with the Good Telco team to define their key brand attributes: efficiency, reliability, clarity, smart-business.
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These attributes drove our visual decisions: colour palette, typography, iconography style, motion-behaviour.
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Illustration system development
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Created a library of illustrations: characters, business environments, telecom hardware/network abstractions — all in a unified style (clean lines, limited palette, subtle but vibrant accents).
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The style was carefully calibrated to feel professional (structured compositions, consistent stroke weight) but energetic (bright accent colours, dynamic poses, subtle motion cues).
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We documented guidelines for how illustrations should be used: margin/bleed rules, colour variants (single-colour, full-colour), size/scaling limits, which illustration for which context (e.g., website hero vs social vs internal slide deck).
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Animation and video
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Developed short, explainer-style animations showing Good Telco’s value proposition: how ordering telecom becomes effortless, the process steps, the benefits for business.
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Motion style: minimal and intuitive — smooth easing, simple transitions, clear reveals of content, limited text on screen emphasising visuals.
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Ensured animations aligned with the brand’s tone: not flashy or gimmicky, but elevated and confident.
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Brand guide creation
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Compiled a comprehensive brand guide / brand book: including brand story and positioning, logo variants, colour palette, typography, illustration and icon guidelines, motion guidelines, photography direction, do’s & don’ts, voice & tone summary.
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Packaged the brand guide in both digital (PDF) and print-ready formats for the client’s marketing team, to ensure consistent rollout across future touchpoints.
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Outcome
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Good Telco now has a robust, scalable visual ecosystem that supports every aspect of their brand—from onboarding slides and website graphics to animated video assets and social templates.
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The consistent illustration and motion system enables faster content production (illustrations can be adapted rather than remade each time), which aligns with Good Telco’s promise of efficiency and ease.
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The visuals help communicate complex telecom services in a more human, approachable way—boosting clarity and reinforcing trust with their business audiences.
Key Learnings & Reflections
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In technical industries (like telecom), the visual challenge is often making complexity feel simple — and that requires restraint in design: avoid over-complicating visuals, keep motion purposeful.
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Establishing strong rules early (in illustration system + brand guide) pays off downstream: it reduces “design drift” when multiple teams or vendors produce assets.
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Animation doesn’t need to be flashy to be impactful — clarity and rhythm often matter more than visual “wow”.
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A holistic brand implementation (illustrations + animation + guidelines) helps a brand speak with one voice across all channels — which builds familiarity and trust over time.
