Client
T-Mobile
Agency
Gensler
Role
Concept, Design Direction, Art Direction, Design
Category
Branded Environment, Branding, Visual IdentityAbout This Project
As part of a remodeling effort to improve their campus T-Mobile needed an internal-facing execution of their brand.
The Ask
I led the Seattle design team in concepting and designing T-Mobile’s campus branding, as well as all branded expressions for the first building to be remodeled, Building One, also known as the Terrace Building.
Our goals were to:
1.) enhance the workplace experience for employees and visitors by better reflecting the Un-carrier experience and capturing the spirit of “Rebellious Optimism”
2.) create engaging, inspiring, human-centered brand expressions that reflected T-Mobile’s unique culture, values, and commitment to its customers.
The Insight
“Rebellious Optimism” emerged as the defining value for T-Mobile’s internal brand, an idea that could be expressed across a variety of themes and conversations. Our campus strategy gave each building its own theme, unified by the new internal-facing brand while reinforcing this core value.
For the Terrace Building, we centered the theme on change and evolution, reflecting T-Mobile’s impact on the telecom industry and its commitment to continuous growth. This led to branded expressions and materials designed to:
• Shift from transparent to opaque
• Create new images or perspectives as layers align.
• Evoke mutation or evolution
• Play on revealing what is hidden.
• Express innovation
• Play on notions of “being alive.”
• Elicits interaction and discovery
The Outcome
The Terrace Building spanned five floors, including the lobby, elevators and stairways, workspaces, conference rooms, and café. Working closely with the architecture team, we identified high-traffic areas and opportunities for branded installations and graphic applications. The design team then developed concepts tailored to each space while supporting the project goals and reinforcing the building’s overarching theme.
Due to the scale of the project and client NDAs, I’m unable to provide a comprehensive breakdown of every execution or explain how the internal campus brand differed from the parent brand. I’m always happy to discuss the project in more detail. A selection of the branded experiences created for the space is shown to the left.