AT&T Business / Global Design System

Project Essence

Transforming AT&T Business: A Thematic Globe Odyssey

In a transformative collaboration with AT&T Business and consulting firm Prophet, we embarked on a rebranding mission to redefine the visual identity of AT&T's largest business unit.

Our challenge: to create thematic globes - key visuals that not only reflect the breadth of AT&T's brand pillars and values but also navigate seamlessly across varied platforms, from the digital sphere to the tangible world of print and large-scale digital displays.

Challenge

AT&T Business, a titan in the U.S. telecommunications industry, required a rebrand that resonated with its dominant market position, diverse brand pillars, and steadfast values.

The task was to forge a digital-first visual identity, adaptable and coherent across all mediums, encapsulating the brand's essence in each representation.

Innovative Solution

Our response was the creation of thematic globes - a dynamic and ever-expanding library of motion and static visuals.

These globes are more than just imagery; they are narratives encapsulating the unique spirit of each business unit, the robustness of AT&T's brand pillars, and the forward trajectory of its values and ambitions.

Leveraging Cutting-Edge Technology

Employing advanced CGI techniques, including particle and surface simulation technologies, we brought these thematic globes to life.

Rendered in striking 8K resolution at 60 frames per second, these visuals are a testament to the synergy of technology and creativity, embodying AT&T's identity and our mutual commitment to excellence.

Versatility Across Platforms

One of the key success factors of our thematic globes lies in their adaptability. Whether it's a social media post, a print advertisement, or a larger-than-life out-of-home digital display, these visuals seamlessly integrate across all platforms, ensuring a consistent and impactful brand presence.

Colorways that Speak Volumes

Integrating AT&T's signature color palette, the thematic globes go beyond mere adherence to brand guidelines.

They communicate the vibrancy, innovation, and reliability that AT&T Business offers its customers, using color as a language to convey key brand messages.

Conclusion

The rebranding of AT&T Business represents a pivotal moment in the company's history.

Our thematic globes stand at the heart of this transformation, symbolizing the innovation, diversity, and core values that define AT&T Business.

As AT&T continues to pave the way in the telecommunications sector, these globes will act as emblems of progress and innovation, articulating the vision and leadership that underscore AT&T's unrivaled position in the U.S. telecom industry.