Design Strategy: White space was already part of T-Mobile's branding, so I decided to leverage this for the concept of simplicity. As I experimented with various shapes of white, I realized that diagonal lines emphasized the idea of "cutting through the clutter"—especially when placed in the context of advertising chaos.
I thought of places where visual clutter often occurs—circulars, websites, city streets, and even Nascar races—and created a look and feel that could become a fully integrated campaign.
This idea gained traction and the visuals were highly received by the client, but T-Mobile decided to put the simplicity concept on hold. (Update: Since I left Publicis, TM has created the "Simple Choice" plan.)
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WireLESS IS MORE
While I was working on T-Mobile, wireless confusion among consumers was at an all-time high. They were frustrated with confusing bills, hidden fees and accidental overages. We thought if T-Mobile offered the most simple experience possible—no contract, no complexity, no surprises—they could not only compete with the big dogs, but change wireless for the better.