AT&T Drive
Launching The First Connected Car Platform
AT&T came to Interbrand for help launching their Connected Car offering, a new and undefined category. I led the team that developed the brand foundation for the business, which included naming, designing and positioning the platform: AT&T Drive, developing user-interface prototypes for connected vehicles, and designing the environment for their innovation lab: AT&T DriveStudio. The results: AT&T signed partnerships with 8 automotive partners within the first months of launch.
AT&T DRIVE CASE STUDY
The name and visual identity of the platform was inspired by the core message to automotive partners: Design the Road Ahead. The oblique wordmark takes cues from the curve of the road and suggests a forward momentum towards the driving experience of the future.
Unified User Experience
We designed working UI prototypes with easily discoverable features to demonstrate how enjoyable and integrated the experience could be. They had a fully brand-able look & feel in a device agnostic form so automotive manufacturers could customize it to their specific vehicle platforms.
An Innovative Environment
The visual identity extended into the physical space of DriveStudio with reflective curved elements, brand colors and textures along the exterior facade, car bays and interior hallways.
