AT&T
Challenge
With an existing brand identity optimized for the highly competitive wireless market, AT&T found their brightly-colored, bubbly look did not resonate in the entertainment and enterprise contexts now critical to their business. [We] were tasked with reimagining the digital brand to establish credibility in new markets, provide flexibility across diverse products and audiences, and introduce thousands of new employees at DIRECTV, and Nextel Mexico to AT&T.
Strategy
Aligned on a masterbrand architecture, [We] created a brand using a refined suite of core elements—a streamlined, confident reimagining of the iconic Globe logo, refreshed brand color palette, new experience principles and brand voice to unify the brand across business units and experiences. A companion suite of flexible assets, complemented the core brand for specific audience needs in contexts both enterprising and entertaining.
Results
The result is a powerful, dynamic brand which emphasizes cohesion over consistency, allowing AT&T to be credible and recognizable in all of their new contexts. We brought the new identity to life across a huge variety of the brand’s experiences — from the newly designed responsive site to landing pages, to product promotions and seasonal campaigns. The updated AT&T Globe logo, brand color and AT&T Aleck typeface now connect the brand’s advertising and digital platforms. The brand effort continues to expand the promise of mobilizing a world that works for people like never before.
RESPONSIVE LANDING PAGES
AT&T Services
Smart responsive websites are those crafted to use W3C CSS3 media queries with fluid grids and images, to adapt the layout to the viewing environment. The responsive landing pages I’ve designed for AT&T Gigapower promotes a viable alternative to cable-based internet providers. They boast Gigapower high speeds through the entertainment options, compared with affordable pricing. To express that Gigapower can be a part of your digital life, I’ve shown the screens spilling out into your world.
AT&T Products
AT&T is more than its original service provider. Among much of its growth, they’ve evolved into a products and accessories store. I’ve designed several landing pages and promotions targeting sales for specific products with targeted markets. Here are some of those efforts created for Braven BRV Pro, Samsung, GoPhone, and Beats by Dre
CAMPAIGNS
AT&T will conduct targeted campaigns for several seasons across a year. Taking the lead role, I’ve created campaigns, style guides and assets, distributed to multiple teams across the country, and managed the campaign through its lifecycle.
Winter Holiday Promotions
The holiday campaign is AT&T largest. The online efforts is timed with several other marketing efforts, to effectively reach the targeted audiences. For this holiday campaign, I created winterscape environments from cut paper. They serve as stages where any product can be promoted.
Summer Promotions
This summer promotion bundles any device with AT&T Next program. I associated the excitement of summer with cool devices and great deal, in a fun relatable way.
Mother's Day Promotions
For this campaign, I created a modular system of graphics that framed single/multiple products for several offers. The mood established was intended specifically to women, through photography, modern floral graphics, and writing. A Style Guide, and digital assets library was created for teams around the nation.
AR/VR
AT&T Explore Galaxy, Gear VR, and Mil Promotion
AT&T is enabling 5G networks where augmented reality (AR) enhances the world around us, while virtual reality (VR) creates new worlds for us. This digital promotion was intended to show how cool this combo is and excite consumers.
