Mobilizing Your World Tagline
In 2014, AT&T went through a significant strategic change to its brand identity. In an effort to better align marketing materials with a new brand vision — Mobilizing a World That Works for People — it was decided to make a change to the tagline, transitioning from Rethink Possible to Mobilizing Your World.
This change was no small undertaking, impacting almost every internal and external piece of communication. To support a change of such large magnitude, we developed extensive guidelines detailing what was changing, why it was changing, and how to change it. The guidelines informed how the new brand vision and tagline should be executed both verbally and visually by providing the strategic rationale, storytelling and copywriting guidance, design assets, technical specifications, and a wide range of examples showing the new strategy and tagline in use.
We then conducted dozens of outreach and training sessions to walk key internal and external teams though the change, helping to minimize confusion and ensure a cohesive and efficient transition. From company wide email blasts, to large-scale remote video calls supporting hundreds of participants, to in-person work sessions for small teams, we helped to drive this change across all teams and communications.
