When Telekom Malaysia (TM) and unifi underwent their nationwide brand refresh, Studio Behind 90 was commissioned to design and build their foundational illustration system. Rather than creating standalone marketing assets, we engineered the core Key Visuals (KVs) that establish the visual rules, geometry, and tone for the brand’s updated corporate identity.
The system humanizes abstract concepts like high-speed connectivity and digital entertainment, turning them into a relatable, lifestyle-driven visual language that serves as a blueprint across all cross-platform touchpoints.
Design System
The system utilizes a strict primary palette consisting of a high-contrast pairing of deep, technological blue and vibrant, energetic orange.
The Blue Palette
Applied to characters, hardware touchpoints, and structural shadows to anchor the anatomy and technical elements.
The Orange Grid
Acts as the energetic canvas or digital highway, weaving through compositions to represent seamless connectivity and human activity.
Core Narrative
We developed the master key visuals around the concept of “unbounded human connection,” highlighting key lifestyle verticals powered by TM’s network:
The Digital Lifestyle
This composition centers on modern interconnected life. Dynamic characters traverse a curved digital highway, capturing low-latency cloud gaming, live content streaming, and smart-home family connectivity, with hardware elements orbiting the background.
Borderless Connection
This visual demonstrates the emotional utility of telecommunications. By juxtaposing a user on a tropical beach with a loved one in a snowy winter, the illustration shows how seamless network speeds eliminate physical and geographical distances through simple, shared human moments.
The Outcome
We delivered a scalable, future-proof illustration framework that balances corporate authority with youthful, modern energy.
The final system provides unifi and Telekom Malaysia with an instantly recognizable artistic consistency across millions of consumer touchpoints.