AT&T - Uniform Program
Context
AT&T sought to revamp their in-store employee presence, balancing professionalism with personal style across their retail locations. This initiative was not just about updated uniforms—it was an opportunity to refine brand expression at the employee level, ensuring a cohesive yet flexible look that resonated with both employees and customers.
The challenge was to develop a fresh, modern uniform collection while providing AT&T leadership with a clear, visually compelling presentation of the concept.
Action
I led the strategic and creative execution, ensuring the new uniform program aligned with AT&T’s brand identity:
Developed employee personas, guiding apparel selection to reflect real-world use cases and demographic insights.
Directed lookbook creation, crafting a narrative-driven approach with curated photography, callouts on product features, and model quotes to enhance relatability.
Orchestrated styling, outfit selection, and brand integration, ensuring a polished yet approachable aesthetic.
Result
The lookbook served as a comprehensive visual strategy tool, bringing the new uniform concept to life:
Successfully sourced a refreshed product collection, aligning style and function with AT&T’s retail environment.
Strengthened internal and external client buy-in, providing a compelling case for the new uniform direction.
Established a scalable framework for future AT&T uniform updates, blending strategy, creativity, and execution.
