Is there anything fresher than a juicy mandarin? Well, a refresh for the Tangerine Telecom brand. Tangerine needed a fresh start to bring its brand and mascot to life across Australia. When we got the brief, the brand felt slightly dated with lots of untapped potential. The colors were great, the name was fun, and the mascot clearly needed a refresh. My first task was to refresh the logo, give Peely a facelift, and bring in a fresher, juicier orange to make the brand feel more vibrant. We pushed Peely’s character design, taking inspiration from Tokyo-based artist Shobu Tsuchiya, and turned him into Speedy Max—a lively, adventurous character ready to lead the brand into new stories. Next, we worked with the art directors and copywriters to create the line “When life gives you lemons, get Tangerine.” It’s playful, a little cheeky, and a nod to switching providers when your internet lets you down. Together, the visuals, character, and messaging came to life as one cohesive, fun brand world. Once all the pieces were ready, we took over Southern Cross Station in Melbourne, Central Station in Sydney, and rolled out OOH and digital placements nationwide. The website, social media, and print assets got a complete overhaul. Tangerine was everywhere, and Speedy Max was ready for adventures across every touchpoint.