T-Mobile Brand Evolution

I was recruited to a ‘Special Ops’ team tasked with overhauling T-Mobile’s brand and bringing the Un-Carrier platform to life—a fearless challenger strategy that redefined the wireless industry. From voice to visuals, we rebuilt the brand to be bolder, more disruptive, and unapologetically different. I drove the development of a new design system, editorial approach, and cultural playbook—introducing fresh graphic styles, music, and illustration techniques that became the foundation of T-Mobile’s distinctive look, feel, and attitude.