Client
T-Mobile
Agency
Gensler
Role
Concept, Design Direction, Art Direction, Design
Category
Branded Environment, Display Graphics, 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 was tasked with leading the Seattle design team in the concept and design of T-Mobile’s campus branding as well as for all branded expressions in the first building to be remodeled, building one, AKA the Terrace building. Our goals for the space were to #1 enhance the workplace experience for employees and visitors to better reflect the Un-Carrier experience and capture the spirit of “Rebellious Optimism.” And #2, create engaging, inspiring, and humanistic brand expressions that reflect T-Mobile’s unique culture and values and showcase T-Mobile’s customer commitment.
The Insight
The value of “Rebellious Optimism” was identified as key to T-Mobile’s internal brand. An idea that could show up across various themes or conversations. Our overall strategy for the campus became for each building to have its own theme. The individual themes would speak to the value of “Rebellious Optimism” and be unified by the new T-Mobile internal-facing brand we were creating. The theme for Terrace was decided to be one of change and evolution to reflect T-Mobile’s effect on the telecom industry, as well as their commitment to continued growth and change. This ultimately led to a focus on branded expressions and materials that could visually accomplish one of the following:
• Shift from transparent to opaque
• Create new images or perspectives when 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
Terrace consisted of five floors, including a lobby/entryway, elevators/stairways, workspaces, conference rooms, and a cafe. Working with the architecture team, areas were identified based on projected foot traffic and availability of space for branded installations and graphic executions. Concepts were then designed by the team to fit these spaces while accomplishing the project goals and fitting in with the overarching building theme. The scale of this project, as well as NDAs, prevents me from going into depth on how each piece met these goals or showing a comprehensive breakdown of every execution, branded experience, or the details on how the campus branding differed from the parent brand. I am, however, always excited to speak about this project in detail. A selection of some of the executions that filled this space are shown to the left.