AT&T Business / Global Design System
In a transformative collaboration with AT&T Business and consulting firm Prophet (New York City), I embarked on a rebranding mission to redefine the key elements for the visual identity of AT&T's largest business unit.
My challenge: to create thematic globes - key visuals that not only reflect the breadth of AT&T's brand pillars and values but also navigate seamlessly across varied platforms, from the digital sphere to the tangible world of print and large-scale digital displays.
Challenge
AT&T Business, a titan in the U.S. telecommunications industry, required a rebrand that resonated with its dominant market position, diverse brand pillars, and steadfast values.
The task was to forge a digital-first visual identity, adaptable and coherent across all mediums, encapsulating the brand's essence in each representation.
Innovative Solution
My response was the creation of thematic globes - a dynamic and ever-expanding library of motion and static visuals.
These globes are more than just imagery; they are narratives encapsulating the unique spirit of each business unit, the robustness of AT&T's brand pillars, and the forward trajectory of its values and ambitions.
LEVERAGING CUTTING-EDGE TECHNOLOGY
Employing advanced CGI techniques, including particle and surface simulation technologies, I brought these thematic globes to life.
Rendered in striking 8K resolution at 60 frames per second, these visuals are a testament to the synergy of technology and creativity, embodying AT&T's identity and our mutual commitment to excellence.
VERSATILITY ACROSS PLATFORMS
One of the key success factors of our thematic globes lies in their adaptability. Whether it's a social media post, a print advertisement, or a larger-than-life out-of-home digital display, these visuals seamlessly integrate across all platforms, ensuring a consistent and impactful brand presence.
COLORWAYS THAT SPEAK VOLUMES
Integrating AT&T's signature color palette, the thematic globes go beyond mere adherence to brand guidelines.
They communicate the vibrancy, innovation, and reliability that AT&T Business offers its customers, using color as a language to convey key brand messages.
CONCLUSION
The rebranding of AT&T Business represents a pivotal moment in the company's history.
My thematic globes stand at the heart of this transformation, symbolizing the innovation, diversity, and core values that define AT&T Business.
As AT&T continues to pave the way in the telecommunications sector, these globes will act as emblems of progress and innovation, articulating the vision and leadership that underscore AT&T's unrivaled position in the U.S. telecom industry.