Dallas, TX

© 2019 by Devin Edwards

METRO BY T-MOBILE

Rebrand + Advertising

Metro by T-Mobile (previously known as MetroPCS) is a prepaid wireless carrier brand owned by T-Mobile US. It’s one of the fifth largest mobile telecommunication networks in the United States.

 

my ROLE: Sr. Art Director / Designer / Brand Creative

REBRAND

Metro was looking to launch a new brand for the new year and expand on a new customer base. While they were looking for something fresh, they wanted to maintain some of the previous brand elements for brand recognition purposes. We chose a visual identity with a minimal approach that would help simplify the cluttered ads that you might normally see in the telecom industry. In addition, the "That's Genius!" tagline was created to cater to the new and old metro audiences. Metro by T-Mobile was looking to position itself as the carrier that helped customers "out smart" the system by saving money on their phone plans so they could instead spend it on the things they loved most. That's Genius.

OLD IDENTITY

HELVETICA NEUE LT REG

HELVETICA NEUE LT BOLD

new IDENTITY

TT Norms Bold

TT Norms Regular

OLD SOCIAL

NEW SOCIAL

new

GRID

old

GRID

LAUNCH COMMERCIAL

LAUNCH CONTENT

content PERFORMANCE

Launch Activation

Leading up to the new rebrand launch, we wanted to make a splash with social media influencers and celebrity endorsements. We revealed the lead commercial which showcased the new Metro by T-Mobile brand at the activation, as well as made it live online. The activation took place at Grand Central Station in New York, and had Amazon, Google, and T-Mobile partners present to show some of their new products which would be available through Metro by T-Mobile. Content was created from the activation and cross-promoted on social.

SOCIAL

Metro was previously utilizing static images and repurposed tv spots for most of its social presence. Video content was seeing more engagement and CTR, so we created simplistic animation styled videos to use for paid and organic social ads. Statics were then used for more organic storytelling and brand lift content.

APPLE

STATIC LIFESTYLE

PROMO

AMAZON & Google

LG & Samsung

DIGITAL DISPLAY

Bears Commercial

Holiday Commercial

APPLE DISPLAY UNITS

TELEVISION and PRE-ROLL

T

Numerous digital display ad units like the ones below were created to further push promotions. Along with static units, html animation versions were created in the same style as the social creative above. We wanted a consistent look and feel across all platforms, so maintaining the same simplistic approach was key both in display and social.