| AT&T Experience Store
2009 REBRAND 100 Winners > merit
Industry/Sector: Business/Professional Services
Component Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - AT&T acquired Cingular and needed to integrate both brands to a single shopping experience.
Challenge/Strategy - The AT&T Experience Store reflects AT&T’s acquisition of Cingular and changes in business strategy, technology and customer experience. The new design supports AT&T’s goal to become an integrated retail environment for communications products and home entertainment services. With distinct merchandise stations for customers to test everything from XM Satellite Radio on Bluetooth headphones to high-definition home entertainment, the new stores tell the story of the AT&T and Cingular brand evolution, reflect innovations in technology, product development and customer service to ensure brand alignment and build brand loyalty.
The AT&T Experience Store establishes five distinct merchandise, or experience zones for customers to test drive and customize AT&T’s range of products and integrated services and to experience, hands-on, the newest technological innovations.
The design features a cleaner spatial organization, wide aisles, and sleek graphics to clearly communicate the many services and different families of products offered.
Result - The Experience Store reflects the updated attributes of the new AT&T with sleek blue graphics, streamlined fixtures and finishes, and crystal clear organization strategically integrates the Cingular Wireless “Raising the Bar” brand and the AT&T “blue” into its design. The store supports AT&T’s goals to integrate its wireless and wireline offerings while strengthening its position as a complete provider of communications and entertainment services.
Credits:
Client: AT&T - www.att.com
Brand Strategists/Designers: Callison - www.callison.com
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