FirstNet Brand Identity
FirstNet is a nationwide wireless broadband network and communications tool dedicated exclusively to First Responders and public safety. It is built and deployed through a first of its kind public-private partnership between the federal government and AT&T. The FirstNet network, devices, applications, and technologies are developed in partnership with First Responders, according to the exclusive standards, needs, and usage of law enforcement, fire services, and EMS.
Partnering with the AT&T Strategy team, internal business leaders, the First Responder Network Authority, and our agency partner Landor, we developed a visual identity for the FirstNet brand that is rooted in the brand strategy and reflective of a public safety community that is known for its strong visual and verbal cues. In order to build authentic credibility in this space, it was critical that this new identity be built with First Responders and for First Responders.
The resulting brand identity includes a strategic narrative, messaging framework, and visual system that define the FirstNet brand as well as its relationship with AT&T.
