AT&T Foundry

BRAND IMPLEMENTATION

Visualizing Innovation for a Tech Giant’s Innovation Centers

Challenge

The AT&T Foundry is a network of innovation centers – physical spaces where engineers, designers, developers and business leaders test and build prototypes for real-world solutions. The AT&T Foundry came to RSW with the challenge of helping them tell their story in an engaging yet easy-to-understand manor, while also communicating the organization’s impact on AT&T and its customers.

Solution

The first major hurdle to telling the AT&T Foundry story was identifying the core messages shared across all the different types of work the Foundry does. Through a combination of strategy sessions and research, RSW was able to help the AT&T Foundry define the messages that would serves as a common thread to create a cohesive brand story and provide a roadmap as we further developed the AT&T Foundry brand.

When the AT&T Foundry reached out to RSW, they were in the early stages of a brand refresh. RSW helped the AT&T Foundry further develop its brand identity and created a variety of branded assets and brand photography to be used in a variety of communications. Additionally, RSW helped the A&T Foundry update their branding at the physical locations and provided environmental graphics to create a common experience across all six locations.

Another primary objective was to convey the impact of the AT&T Foundry that was meaningful to both an internal and external audience. RSW worked with a variety of groups to uncover the powerful impact the AT&T Foundry was making as a result of the it’s projects. These stories were then developed into a video docuseries used to tell the AT&T Foundry story. RSW created a website for the AT&T Foundry that profiled these stories and provided more information about who the AT&T Foundry is and what they do.

BRAND IMPLEMENTATION

Results

RSW helped the AT&T Foundry create a cohesive brand story that resonated with target audiences and conveyed the true impact made by the organization. This, along with the new visual identity, enabled the AT&T Foundry to present a clear and consistent experience across various touchpoints, including onsite customer visits, website interactions, startup outreach, AT&T events, and external publications.

The AT&T Foundry Website

In addition to their website, imagery library, and promotional support, RSW helped the AT&T Foundry create a common experience across their six locations with environmental graphics, wayfinding signage, and digital displays.

Brand Graphics

Ongoing infographics and imagery continually reinforced the AT&T Foundry’s innovative mindset and focus.

Brand, Program, and Event Identity Support

Digital and print environmental graphics promoted the Foundry’s services both to the AT&T organization and to peer groups and potential collaborators within the tech sector.