brAND IDENTITY • DESIGN SYSTEMS • RETAIL DESIGNT-Mobile
Brand Guidelines
My team gave T-Mobile a fresh look to step away from the competitors, putting people at the forefront of the brand, not phones. Featuring a new brand photography style, lots of magenta, giant T’s, culminating in a cross-channel brand book that I designed and art directed.
Brand
Photography
CUSTOMER SPOTLIGHT
A unique, ownable look that reclaims brand attitude while putting authentic human connections in the spotlight. Sharp light centered on people makes them the focal point. Real, diverse people are center stage—actual friends, families, and co-workers—engaging with each other and with the camera, in energetic ways that happen when a connection is real.
When multiple still images are compiled into a single animation, the lifestyle imagery comes alive. The stop-motion effect infuses our photography with even more energy and vibrancy.
MOTION BURSTS
Environmental textures paired with lifestyle photography to help tell a visual story—for example, to illustrate where a customer is covered. Simple, with vibrant color, and typically shot from a bird’s-eye view.
DIVERSE ENVIRONMENTS
Seasonal Moments
We used the new brand guidelines as a base to seasonally refresh T-Mobile’s retail spaces. I concepted and designed seasonal moment campaigns throughout the year, like The Holidays, Valentine’s Day, Mother’s and Father’s Day and Lunar New Year; bringing them to life through lifestyle shoots, cross-channel design kits, digital promotions, print murals, experiential extensions, and AR.
