Over the course of 2015, American telecom giant AT&T went through several huge changes: moving into entertainment company the acquisition of DIRECTV, international expansion, and their robust enterprise offering balancing wireless subscriptions in annual revenue. As Interbrand creative director, I led a team tasked with modernizing the visual system, creating a new masterbrand identity as confident in communicating original programming as it was cloud security, united through a refreshed brand blue and reimagining of the iconic AT&T Globe logo.

A two-year undertaking alongside our clients in AT&T Brand Identity & Design, we created a new visual identity, technician uniforms, retail and corporate signage, business collateral, extensive brand guidelines and training program, a 38 font custom typeface, and redesigned the largest corporate fleet in the world.

Done at Interbrand NY.

Creative direction & design: Darrin Crescenzi, Forest Young

Design team: June Kim, Kathy Keen, Sungwoo Suh, Frederico Philips, Claudia Sandoval, Jurgen Koch, Jesse Reagan, Pan Yamboonruang, Kurt Munger, Taylor Simpson.