Client
T-Mobile
Agency
Gensler
Role
Concept, Design Direction, Art Direction, Design
Category
Branded Environment, Display Graphics, Visual IdentityAbout This Project
In 2018 T-Mobile began the process of remodeling their corporate campus, and needed an internal facing execution of their brand to facilitate employee and business partner communications.
The Ask
I was tasked with leading the Seattle design team in the concept and design of the new brand as well as for all branded expressions in 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” that was identified as key to T-Mobile’s internal brand. As well as #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
Our overall strategy for the campus was for each building to have its own theme, which would speak to 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 and branded experience. 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.