AT&T Brand Evolution

I lead a cross-functional team consisting of strategists, writers, brand and UX designers and implementation specialists in the development of one of America’s most iconic brands, AT&T. Driven by the company’s acquisition of DIRECTV, expansion into Latin America, and its growing enterprise business, their evolved identity better reflects the latest transformation of the company. Built upon a set of core and storytelling elements, the new brand expression incorporates voice, sonic, visual identity and experience principles that provide both marketers and practitioners the tools they need to better connect with business and consumer audiences. The brand expression now not only leverages AT&T’s iconic globe (modernized to maximize legibility in digital environments), but also introduces new photography, iconography and illustration styles as well as a new custom-designed typeface, AT&T Aleck. In addition to developing the new brand expression, I lead the rollout of the new identity across channels ranging from the company’s new integrated bill to the retail employee experience.