AT&T Recruitment Brand & Career Site

AT&T

Recruitment Brand & Career Site

After their acquisition of DirecTV and in the midst of their acquisition of Time Warner, AT&T came to us to rethink how they presented their organization to potential applicants. They couldn’t just feel like a telecom company anymore, they were becoming an entertainment juggernaut. Tasking us with building a new identity using the career site as our canvas, our only North Star was an ask to make them feel sexier, tech-ier and more compelling to an audience that now went beyond call center, technician and retail jobs.

CD: Martin Dudek, Mauro Longoni
CW: Martin Dudek
AD: Zach Mazur, Tim Testroet

Concept 1

IMAGINE WHAT’S POSSIBLE

Light, bright and friendly, this concept had a dreamy quality that gave way to all the opportunities AT&T offers – if you only have the drive and the imagination.

Our initial brief from the client asked us to really focus on incorporating black — and that’s strong here – but we want to make sure that the traditional AT&T brand palette was still a through line as well, hence the blues and whites. Combined, the high contrast look felt super compelling.

Concept 2

A NEW ERA

The second option was based on the clients’ own request.

AT&T wanted to explore the palette becoming dark and more sophisticated, which was a new direction for the brand. Instead of the main brand color being AT&T blue, they wanted to consider it being black, with only pops of bright color where appropriate.

Concept 3

IMAGINE WHAT WE CAN DO TOGETHER

Unsurprising, the resulting feedback for Round 2 was to find a happy middle. Take the form and airiness of Option 1, but wrap it in the look of Option 2.

But on the other hand, we also got direction that we rarely get from clients too – less content. So we actually ended up in the best possible end state; it was clean and sophisticated and bold, without being weighed down by the usual content demands we usually have to build around. Instead it’s purpose forward, just featuring what should be on each page with simple, clean typography beautifully laid out across imagery featuring real employees whenever possible.