AT&T - Request for Proposal
Creative Direction | Trend & Demographic Research | Strategy & Ideation
Context
AT&T issued a Request for Proposal (RFP) seeking a strategic design partner for brand-enhancing apparel and hard goods. The challenge was twofold:
Create a fresh, future-facing approach to AT&T’s brand, aligning with their evolving business ventures, including the DirecTV merger.
Ensure deep brand resonance across multiple demographics while pushing the visual identity forward.
The project required a design-led strategy rooted in research, trend forecasting, and brand evolution, culminating in a comprehensive proposal that blended creative vision with business acumen.
Action
I led the strategic and creative direction to ensure AT&T’s brand story was compelling and impactful:
Developed 60+ original designs across apparel and hard goods, balancing innovation with brand heritage.
Conducted trend and demographic research to align eight key segments with relevant design narratives.
Designed a high-impact proposal housed in a custom acrylic-etched portfolio case for a premium presentation.
Curated supporting collateral, including financial projections, case studies, and marketing calendars.
Managed vendor relationships and production logistics to maintain quality and budget alignment.
Result
The proposal exceeded expectations, leading to AT&T awarding the business. Key outcomes included:
Client recognition of the strategic depth, with leadership praising the proposal’s elevated design, brand understanding, and passion.
A compelling, research-backed collection that successfully positioned AT&T as both an industry leader and a brand in evolution.
A benchmark for future RFP responses, reinforcing the value of deep brand immersion, design strategy, and thoughtful storytelling in competitive pitches.
