Roles: Research/Strategy, Brand Design, UX Design, Art Direction, Graphic Design
Tools: Figma, Adobe Express, Photoshop, Copilot
Team: Hybrid Designer, Creative Director/Content Designer, Web Developer, Sr. Manager, Sr. Director
Complete program ecosystem rebrand and business initiatives to foster new innovation and partnerships.
Challenge
Following a rebrand under new leadership, we led a quick overhaul of the ecosystem's visual identity, digital presence (Innovation, Research, Technology Labs, Accelerator, Ventures), and footprint (T-Mobile Innovation Hub & Connect Center).
Insight
Cost of Speed: Prioritizing 'done' over empathy and testing left a critical void in our approach. Without user validation, the platform struggled to resonate with our target audience, highlighting that engagement requires a balance of rapid execution and human-centric discovery to align the brand with its users.
Reflection: Despite the sprint, overdoing personal tasks led to a siloed design process. This was a missed opportunity to further advocate for the user journey and ensure every touchpoint was directly anchored to our broader strategic goals and directives.
Impact
As a dedicated trio design sprint, we spearheaded the rapid translation of a new brand vision into a cohesive digital identity. Under pressure, we ensured the successful launch of a program that not only met executive timelines, but immediately elevated the program’s market presence.
Brand declined logos, but it's nice when the President and EVP chose your designs 😉
