Urban Classy
Rebranding MetroPCS to Metro by T-Mobile
The task was to birth a brand a new look-and-feel while pushing the envelope. I decided to design something outside the box and change the tone, style and logo.
Design
Developing the brand’s logo mark
For the logo, I used the same font, but manipulated the typography to become unique and timeless. Creating spaces in the “o” gave the type-logo a dynamic feature. When it’s animated, spaces in the “o” connect and disconnect back and forth to symbolize the connection the brand creates between people.
Art Direction
Style & Tone
In order for the brand to grow and better resonate with the consumer, the brand’s identity needed to evolve to something upscale and urban. The Urban Classy direction is meant to elevate and boost the brand’s demographic in their goals and lifestyle. This art direction was meant to give the public a sense of freedom, style, chill, confidence, fun, and ambition.
