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T-Mobile Brand Development

Branding the Un-carrier 

Four years ago, on the heels of a 10 billion dollar gift from AT&T in a failed buyout, T-Mobile made a move and created the un-carrier.  They became the carrier that no longer plays by the rules, the carrier that was going to take the wireless game and turn it on it's head, the carrier that was for the customer.  

It was our job to figure out how to convey the uncarrier message to the base through email, device messaging, direct mail, video, social, and any other means necessary.  We were given the chance to build a major brand from the ground up. It was an opportunity that allowed me to develop many of the foundations of the look and feel of the brand.