FROM THE ARCHIVES
FROM THE ARCHIVES
T-Mobile Product Unity
T-Mobile
Device
Brand
Unity
T-Mobile Product Unity
PROJECT : T-Mobile Device Brand Unity
TEAM : UX Producer ▪︎ Art Buyer ▪︎ Designer ▪︎ Photographers ▪︎ Illustrators
ROLE : UX/UI Design Lead & Creative Director
CONTRIBUTION : Visual & UI Design ▪︎ Concept ▪︎ Art Direction ▪︎ NYC Photoshoots
SOFTWARE : Adobe Creative Cloud
PROJECT :
T-Mobile Device Brand Unity
TEAM :
UX Producer ▪︎ Art Buyer ▪︎ Designer ▪︎ Photographers ▪︎ Illustrators
ROLE :
UX Design Lead & Creative Director
CONTRIBUTION :
Visual & UI Design ▪︎ Concept ▪︎ Art Direction ▪︎ Photoshoots
SOFTWARE :
Adobe Creative Cloud
Objective:
To develop an original branded homescreen image that connects with its customer base, through rich and immersive visual imagery that elevates and reinforces T-Mobile’s overall brand aesthetic and values.
Factoria, We Have a Problem
Prior, homescreen images were decided by separate teams, on a device by device basis. While some were stunning on their own, they didn't relate to each other as a group or reinforce the T-Mobile brand...
Prior, homescreen images were decided by separate teams, on a device by device basis. While some were stunning on their own, they didn't relate to each other as a group, or reinforce the T-Mobile brand...
Search and Explore the Possibilities
The team set out exploring a wide range of possibilities, using the brand core DNA of COOL, FUN, DARING, AND GENUINE as guides to help steer the image discussion. The team used several charts to gauge the visual intent of the choices and how they matched the brand requirements.
The team set out exploring a wide range of possibilities, using the brand core DNA of COOL, FUN, DARING, AND GENUINE as guides to help steer the visual discussion. In addition, a chart was developed (see below) to help map out the teams findings, and correlate appropriate imagery based on team interpretations.
The Authentic Feel of Photography
The Authentic Feel of Photography
The Authentic Feel of Photography
Genuine image photography, not computer-generated imagery, stood out as the choice as feeling COOL, FUN, DARING, and GENUINE. The visual authenticity resonated with the brand and its aspirations.
Genuine image photography, not computer generated imagery, stood out as the choice as feeling COOL, FUN, DARING, and GENUINE. The visual authenticity really resonated with the team.
Genuine image photography, not computer generated imagery, stood out as the choice as feeling COOL, FUN, DARING, and GENUINE. The visual authenticity really resonated with the team.
A Picture is Worth...
Some of the final contenders used the T-Mobile rounded magenta square (the squirkle) as a focal element.
Photographer: Kim Pimmel
Some of the final contenders used the T-Mobile brand squirkle as a focal element.
Photographer: Kim Pimmel
Letting the Image Reign...
Photographer: Kim Pimmel
And the Winners are...
The following images, which played off square shapes (urbanity) and allowed the pink squirkle to stand out, were ultimately decided on as the winners.
Photographer: Daniel Lindh
The following images, which played off square shapes and allowed the pink squirkel to stand out, were ultimately decided on as the winners.
Photographer: Daniel Lindh
or White...
A white version was also produced, allowing some variation on devices.
Photographer: Daniel Lindh
“ Brand is an individual feeling in the gut of your customer ”
- Robert Brunner: Do You Matter?
How Great Design Will Make People Love Your Company
“Brand is an individual feeling in the gut of your customer”
-Robert Brunner author: Do You Matter?
How Great Design Will Make People Love Your Company
“ Brand is an individual feeling in the gut of your customer ”
- Robert Brunner: Do You Matter?
How Great Design Will Make People Love Your Company
Bring the Vision to Motion
The chosen device images were also translated into startup and shut-down animations to live on chosen devices, continuing the visual brand storytelling thru the whole user experience.
The chosen device image was also translated into startup and shut-down animations to live on chosen devices, continuing the visual brand storytelling thru the whole device experience.
Startup (w/audio logo)
Startup (w/audio logo)
Startup (w/audio logo)
Shutdown
Shutdown
Shutdown
Keeping Things on Track
Guidelines were produced to keep the look consistent no matter who was shepherding new devices through the product pipeline.
Guidelines were produced to keep the look consistent and under-stood no matter who was sheperding a new devices through the product pipeline.
Guidelines were produced to keep the look consistent and under-stood no matter who was sheperding a new devices through the product pipeline.
Guidelines were produced to keep the look consistent and under-stood no matter who was sheperding a new devices through the product pipeline.
Guidelines were produced to keep the look consistent and under-stood no matter who was sheperding a new devices through the product pipeline.
Result:
The final images were approved all the way up the management chain and were prepped for selected devices in the company's retail lineup.
The final images were approved all the way up the management chain, however, shortly thereafter a new CEO took the reigns at T-Mobile and all new projects were put on hold for review while the company struggled to find it's place in the competitive wireless carrier landscape.
The final images were approved all the way up the management chain, however, shortly thereafter a new CEO took the reigns at T-Mobile and all new projects were put on hold for review while the company struggled to find it's place in the competitive wireless carrier landscape.
The final images were approved all the way up the management chain, however, shortly thereafter a new CEO took the reigns at T-Mobile and all new projects were put on hold for review while the company struggled to find it's place in the competitive wireless carrier landscape.
© 2024 David Fite • All Rights Reserved
© 2024 David Fite • All Rights Reserved