AT&T's new Consumer Brand Strategy needed a visual language to match. I helped lead the translation of four core tenets (Built Around You, Basics Done Better, Best-In-Class Service, Giving More Than Expected) into a consumer-first identity that felt personal, effortless, and generous.

Shift the focus from specs and promos to experiences.

I directed the systems implementation across a vast and varied set of customer moments: a brand that lives in front of nearly 200 million wireless subscribers and rolls out through 200,000+ employees, 90,000+ vehicles, and thousands of retail stores. The goal wasn't consistency for consistency's sake. It was making sure the brand promise showed up the same way wherever a customer met it.

Connectivity is a commodity. Feeling taken care of isn't.

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