AT&T Design & Branding RETHINK POSSIBLE by Interbrand Group

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Industry Mobile Communications
Media Design & Branding
Market United States
Agency Interbrand Group
Associate Creative Director Michael Knaggs
Designer Krista Oraa, Melissa Jun
Released April 2010

Credits & Description

Category: Consumer Services
Advertiser: AT&T
Product/Service: AT&T
Date of First Appearance: Apr 6 2010
Entrant Company: INTERBRAND, New York, USA
Senior Creative Director: Craig Stout (Interbrand)
Strategy Senior Director: Kevin Perlmutter (Interbrand)
Associate Creative Director: Michael Knaggs (Interbrand)
Verbal Identity Director: Lynn LaCascia (Interbrand)
Creative Director Interactive: Alan Roll (Interbrand)
Implementation Director: Jeff Dawson (Interbrand)
Designer: Krista Oraa (Interbrand)
Creative Writer: Michael Mitchell (Interbrand)
Designer: Melissa Jun (Interbrand)
Media placement: None - None - None

Describe the brief from the client
AT&T challenged us to break the conventions of corporate identity and create an expressive and expansive design system that is truly representative of the company’s overarching brand identity principle of “design for humanity.”

Describe the challenges and key objectives
AT&T’s new design system needed to stand out in a particularly saturated market where communications are characterised by similar visual identities characteristic of the category: cold, hard lines and colors, metallic finishes, and sharp angles. Additionally, the client gave our team a short two month period from concept approval to develop all deliverables and launch the new brand.

Describe how you arrived at the final design
Through our unique process of brand strategy, research, and exploration, we created a new design system that allows flexibility within a framework that features curved, humanistic shapes and bright, warm colors. We replaced the standard structure with a wider palette of elements, and principles - not rules - for using them. By moving away from the industry standard of a single brand colour, font and logo, we were free to develop a system of limitless expression, inspiring creativity and encouraging play in a way that is culturally relevant, uniquely human, and true to AT&T’s commitment to use technology to advance humanity, and empower people.

Give some indication of how successful the outcome was in the market
Within the two-month window, we created over 100 templates, engaged in over 1,000 creative reviews and approvals, trained over 25 AT&T advertising agencies, supported nearly 60,000 AT&T Online Brand Center users, and implemented the campaign across all internal and external U.S. Markets.