In 2015 we evolved the AT&T brand identity, and our storefronts needed to evolve as well. And our regional leadership needed to be persuaded that the new look would help drive sales in their stores. I was tasked with finding the solution, and brought together retail stakeholders and agencies to work through the challenge.
We drew on research to find better ways of leveraging the most valuable parts of the AT&T identity, and created new elements specific to branded environments. We also aligned the new retail look with the way the identity is being applied across other customer experiences, so the visual equity built with our large ad spend was being transferred to our retail environments.
Together, the iconic use of our brand identity elements and a new palette of materials is being deployed flexibly, and driving value and recognition for our storefronts.