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.”

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.

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.