When AT&T and Cingular Wireless announced their impending merger, they wasted no time in asking us to plan and execute the re-branding of over 2,500 Cingular stores nationwide to the new AT&T. From the welcome mat, to the in-store permanent and temporary signage displays, to the shopping bags, no detail was left unturned in this massive re-branding initiative.
We developed three in-store solutions to fit any outcome of the merger. When the day arrived, every store in the US changed over, and the results were great for the business. Revenue was up +16.3% within first three months from an additional 2.7 million new subscribers. It was the best-ever quarterly increase by any U.S. wireless company.
Creative Director: Andrew Tinch
Art Directors: Beth Wormald, Sharon Russel, Joon Choi
Photographer: Tom Hussey
Agency: Integer
Client: AT&T