From Challenger to Champion
The Challenge:
T-mobile began by disrupting the category, and ended up leading it. Our challenge in a nutshell: turn a phone company into a lifestyle brand.
The Opportunity:
Staying at the top isn’t about better coverage or cheaper plans. It’s about relevance and emotional connection. The opportunity for T-Mobile was going beyond a carrier, beyond the category, and beyond customers, with a new ethos and design system for the entire brand, including its fleet of more than 6000 stores.