AT&T came to Interbrand for help launching their Connected Car offering, a new and undefined category. I led the creative team that developed the brand foundation for the business, which included naming, designing and positioning the platform: AT&T Drive, developing user-interfaces 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 interfaces with a relevant set of 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.

1st

Wireless carrier to market with a connected car offering

8

Automotive partners signed within the first months of launch

29

Global automotive partners as of this year

27mm

Connected Cars on the AT&T network

We launched a connected car platform by designing it as a category leading brand for an undefined and growing market.

SERVICES
Branding, Product Design, Experience Design, Physical Design
PLATFORMS
AT&T Connected Car, AT&T DriveStudio
CREATIVE
Cavan Huang, Forrest Young, Claudia Sandoval, Grace Chou, Claire Falloon, Ilan Beesen, Brittany Messenger
STRATEGY
Amanda Munilla, Kristen Diede, Scott Streicher
UX
Universal Mind
ACCOUNT & OPS
Anisha Muni, Nancy Ni, Sara Lopacki
ARCHITECTS
Warner Summers