T-Mobile 2021 Experience Store Digital Branding

We created a fresh brand identity for T-Mobile.  It is a flexible and dynamic design system that is based on T-Mobile’s iconic graphic elements. The vibe of the footage mimicked a mobile documentary style captured through the lens of T-Mobile’s customers. We remixed the diverse material with a custom design library to create an evolved brand aesthetic. 

Using 4 directors, we filmed in 5 different cities, San Francisco, New York, Los Angeles,  Dallas, and Las Vegas. This allowed us to capture locally targeted imagery, but also tell a coast to coast 5G coverage story. The talent treated the camera as their friend or as if they were actively using technology ( i.e. smart phone, TikTok, Facetime). We crafted elevated moments to share. 

This approach resulted in a contemporary visual tool box that would serve as an evergreen platform.