With AT&T’s new Consumer Brand Strategy launching, we reassessed every customer interaction to align behavior, service, and design with four core tenets: Built Around You, Basics Done Better, Best‑In‑Class Service, and Giving More Than Expected.

A consumer-first identity was developed to embody these principles, shifting the focus from technical specifications and promotions to experiences that feel personal, effortless, and generous.

As Senior Designer and Creative Director, I helped lead the systems implementation across a vast and varied set of touch points. Translating the new visual language of the blue embrace into a cohesive, and scalable solution that optimized consistency. While also delivering the brand promise wherever customers engage.

Studio | AT&T - Dallas, TX

SVP, Marketing & Brand Strategy | Kevin Peck

VP, Marketing & Brand Strategy | Peter Borowski

Director, Brand Design & Digital | Oliver Dudley

Senior Designer/Creative Director | Zach Janszen