Delineating tough choices. A good prototype (or prototypes) unearths all sorts of unexpected data and insight. And from that, tough choices emerge. Should we include this feature, or that? What if the solution costs more than people can afford? What if there are downsides? Designers can make evident the choices.

 

View other steps for
this project:


STEP BACKGROUND
We were asked to help illustrate the magnitude of the communication problem involved with a brand relaunch. In short, we were asked to force the issue and perhaps facilitate it.

STEP OUTCOME
We mapped out a variety of scenarios where different executions of the AT&T brand would appear. This was one of the boards used to illustrate the spectrum and magnitude of where the relaunching of the brand can go. It served to illustrate and educate the value of AT&T’s existing brand equity. This helped the internal team and senior management focus on the brand identification issue. The AT&T brand was in need of a tweak and not an overhaul.

 

Logo options

enlarge

Submitted by:
Clement Mok

Date:
April, 2003
 

Client Name:
AT&T

Project Name:
AT&T New Identity

Date Started:
May, 1998

Date Completed:
October, 1998

Duration of Step:
6 months

 
Project Team:

Steve Block
brand stewart
SVP AT&T Worldwide

Phil Butta
operations and enforcer of corporate guidelines
AT&T Corp Comm Mgr.

Clement Mok
Bearer of good news and bad news
CCO, Studio Archetype

Grant Peterson
Directed team on visualized possible scenarios
Creative Director, Studio Archetype