T-Mobile for Business
The challenge
From being written off as a “dead brand” to becoming "the un-carrier,” the story of how T-Mobile rose from the ashes to disrupt an entire industry and win over consumers is legendary. Yet that very success led to a new challenge: businesses struggled to see their place in such an edgy, consumer-facing brand.
Brand extension
A relentless pursuit of excellence
As the experts in B2B technology storytelling, we know the enterprise buying audience extremely well, in this case, modern IT leaders with ambitious goals. The brand’s emphasis on velocity and adaptability resonated deeply with the inner drive of these technology leaders. By aligning with this mindset rather than just a stat sheet, we positioned T-Mobile as a partner for change, and used that energy to develop an entirely fresh, enterprise storytelling system. T-Mobile for Business spoke to this audience while being completely in line with T-Mobile’s positioning and brand.
