AT&T Retail Apparel Program

Role: Creative Lead

Redesigned the AT&T retail associate uniform program to create a more approachable, contemporary brand presence that shifted away from traditional corporate polo shirts toward personality-driven apparel and accessories.

Challenge
Modernizing the in-store associate experience to make AT&T retail employees feel more relatable and personable while maintaining brand consistency across thousands of retail locations nationwide.

Approach
Developed a flexible apparel system including graphic t-shirts referencing classic AT&T logos with modern treatments, custom patches and enamel pins tied to streaming entertainment brands, and accessories (hats, lanyards, shoe strings) that allowed associates to express individuality within brand guidelines. The collection balanced nostalgic brand equity with contemporary streetwear aesthetics to appeal to both employees and customers.

Outcome
Created a complete retail apparel program that repositioned store associates as approachable brand ambassadors rather than traditional sales staff, supporting AT&T's evolution into an entertainment and lifestyle brand.