Branding for an already branded big brand. T-Mobile for Business.

THE CHALLENGE: When we started working with T-Mobile for Business, their challenge was a bit of a paradox. They were really well known… but not for business. Branded “the quirky UnCarrier,” they had a great presence for consumers, but it wasn’t serious enough for business. We needed to elevate the business brand to become more sophisticated and distinct from their consumer brand.

THE IDEA: Bold, graphic and distinct in the category, I used the squares from the “T” logo to create a simple yet distinct moment. They are a unique branding element that suggests the brand is omnipresent in places where the logo doesn’t appear. They are used to frame a customer in a distinctive, artful, almost heroic way.

The digits have been incorporated across TV, video, social, OOH and print. I also directed the creation of the brand’s guidelines, for which I conducted multiple trainings for T-Mobile’s internal designers and all external agencies.