Client: AT&T
Brief: Evolve the AT&T brand identity to represent and work for all the varied parts of their business, including the recent acquisition of DIRECTV
Solution: AT&T Brand Evolution (Visual, Verbal, Sonic, Experience)
Brief: Evolve the AT&T brand identity to represent and work for all the varied parts of their business, including the recent acquisition of DIRECTV
Solution: AT&T Brand Evolution (Visual, Verbal, Sonic, Experience)
AT&T was going through a time of massive change. Their acquisition of DIRECTV had essentially changed the nature of their business. They were no longer simply a telecommunications provider, but an entertainment, communications, and technology company that delivered content, products, services – and their network – to a massive variety of consumer, business, and enterprise customers. We were tasked with evolving their brand to encapsulate the value they could ultimately offer all of their myriad audiences, and deliver an identity that would be both consistent enough to represent an iconic, unified brand, and flexible enough to work easily and effectively across business units and all the platforms, media, and touchpoints where their brand would show up.
We created a story-driven identity, first identifying the themes that could appeal to all AT&T audiences and authentically be delivered on by any part of the AT&T business. From there, every element of the identity, from visual to verbal to sonic, was built with those themes as its conceptual foundation. Every element became an expression of what AT&T aspired to stand for, and an embodiment and reinforcement of the value they aimed to deliver to the world.
We created a story-driven identity, first identifying the themes that could appeal to all AT&T audiences and authentically be delivered on by any part of the AT&T business. From there, every element of the identity, from visual to verbal to sonic, was built with those themes as its conceptual foundation. Every element became an expression of what AT&T aspired to stand for, and an embodiment and reinforcement of the value they aimed to deliver to the world.
