AT&T, one of America’s most iconic brands, was undergoing a major transformation—expanding into Latin America, acquiring DIRECTV, and growing its enterprise offerings. I led a cross-functional team of strategists, writers, designers, and implementation specialists to evolve the brand in step with this momentum.
We built a modern expression that brings together voice, sonic, visual, and experience principles—giving teams across the business the tools to connect more meaningfully with both consumers and enterprises.
The refreshed identity modernizes the iconic AT&T globe for digital screens and introduces new photography, illustration, iconography, and a custom typeface, AT&T Aleck.
Beyond the system, I also led the rollout—guiding implementation across key touchpoints from billing to the employee experience—ensuring the brand showed up with clarity and consistency.