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AT&T B2B Refresh

AT&T's branding went through a period of whimsical design.  Not well accepted by the enterprise customer, a B2B relatable approach was needed.

The Challenge

  • Branding was heavily consumer focused, utilizing bright fanciful colors in cartoon stylization.

 

  • In user testing, business customers expressed confusion, stating they didn't feel that business was being prioritized or taken seriously.

 

  • Brand was heavily leaning into the new direction, resisting any changes.​​

AT&T Consumer Styles.
AT&T Consumer Billboard.
B2B Screen with new business styling.

The Strategy

  • Negotiated an approach that would highlight real world, live action work environments, so would not conflict with the animation direction of consumer.​

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  • New tone of imagery applied to Small to Large Businesses and allowed for personalization to other B2B customers such as  Educational Institutions, Military Branches, etc.

 

  • Worked with Brand and Marcom, to create new photographic and graphics standards, offering more sophisticated natural warm tones.  ​

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