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. As senior art director, 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.