A new positioning for the next 10 years

T-Mobile moved up the ranks from a challenger brand to become the champion or leader in its segment. With that, the brand communication known by “The Uncarrier” positioning needed to be reinvented to reflect a more confident, finessed brand, that is now competing against itself, chasing what is beyond today.

That’s why we are pushing Way Beyond the wireless category to champion connected experiences that drive culture. We set the new standard, and turn Magenta into a beacon, a badge and a cultural currency. 

My role: Creative / Design Director