Client

T-Mobile

Agency

Gensler

Role

Concept, Design Direction, Art Direction, Design

Category
Branded Environment, Display Graphics, Visual Identity
About This Project

As part of T-Mobile’s efforts to renovate and update their Bellevue headquarters, I was tasked with leading the Seattle design team in the concept and design for all branded expressions in building one, AKA the Terrace building. This also involved defining and creating an internal-facing brand for T-Mobile. 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.

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. 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

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 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.