UScellular

REBRAND
uscellular: rebrand

Rebooting the countries 4th largest telecom carrier from the inside out.

overview
Founded in 1983, US Cellular is the fifth-largest wireless network in the U.S., serving 4.9 million customers in 2020. The company was founded with a core mission to build lasting relationships with their customer.

3 decades later, the brand had fallen behind. Innovative tech and the competitive “big four” were forming lasting loyal relationships with their customers focused on 24/7 connectivity. The industry was not standing still.

With 75% of consumers not even considering the brand, the 37 year-old company needed to evolve or risk extinction.
uscellular™: rebrand
brand audit

We conducted a deep dive brand audit to reveal a strategic path toward evolution.

Documented
We visited 20 key locations
in 5 key markets, capturing
both their corporate and agent in-store experiences.
listened
We spoke to key stakeholders, and the people on the front lines, to get a variety of perspectives from those who matter most.
Observed
We investigated current
and future industry trends while evaluating UScellulars visual and strategic history.
The brand was doing very little to represent the lively spirit and goodwill of its employees. Stark white walls and unimaginative visuals were slowly draining the spirit out of the business.
USCELLULAR: REBRAND
The audit revealed three core problems —
BRand audit
01
Their clear sense of self and brand personality had faded overtime, overshadowed by industry innovations and the big four.
02
The 4 billion dollar company craved change, yet chased stereotypical words like “modern” and “techy”. The company was lost, paralyzed with the idea of real significant change.
03
Their visual identity and touchpoints were disengaged with their brand strategy and core ethos.
uscellular: rebrand
We embraced and amplified their core DNA.
BRAND strategy
brand purpose

We exist to power
human connection.

point of difference
We are more authentically
align to build lasting relationships with our customers.
TONE OF VOICE
Smart
Youthful
Bold
Modern
Fun
Tech-forward
Exciting
Culturally now
Vibrant
MANIFESTO
We believe in treating people
like a neighbor not a number

We believe a strong business
is built on strong relationship

We believe in supporting
the communities we serve because
they’re our communities too

We believe in employing people
who have a passion for connection
with others and serving their needs

We believe in striving
for excellence in everything we do

We believe wireless technology
connects people, communities
and business to the world.
brand attributes
The everyday hero.
Relatable with a strong
sense of integrity.

Believes in the value of human
connection while never being afraid
to stand up for what’s right.
With the insights uncovered, strategy set
and the UScellular network committed to change we set our intentions.
Embrace their roots of delivering above-and-beyond customer experiences.
Create cohesion
among the disparate pool of Liberty brands
Infuse the larger Suffolk strategy and design, yet give Liberty their own two feet to stand on
uscellular: rebrand
exploration
We explored a range of updates to their 21 year-old wordmark.
1983 – 1999
1999 – 2020
With core strategy as our north star the exploration leaned into connectivity, speed and pathways.
uscellular: rebrand
The team landed on a modern, friendly evolution. Bringing the brand into a new era while maintaining core brand equities.
the design elements
The Star
In a genuine effort to honor the past, evolving and revitalizing the star was a huge priority. The bursting, energetic mark signifies the power of connection, coming together to make moves and create positive change.
The Wordmark
The wordmarks streamlined, friendly letterforms work to modernize the dated mark. The updated lowercase ‘US” highlights the organizations commitment to community.
Color Palette
The updated primary red and blue, infused a youthful vibrance into the palette.
We crafted a new palette that provided a modern solution to their patriotic past. A vibrant range of blues brought depth to the compositions, while approachable neutrals worked to ground and soften the palette.
The Imagery
Bright, sunny imagery highlighted authentic candid moments of connection.
uscellular: rebrand
the system
Building out the System
We developed a flexible, dynamic system that could be comprehensively applied to a variety of touchpoints. Exaggerating and overlapping the DNA of the star, we created a range of patterns that vary in complexity.
part 01 — dna
part 02 — the grid
part 03 — layout formula
USCELLULAR: REBRAND
An Internal Refresh
We developed a flexible, dynamic system that could be comprehensively applied to a variety of touchpoints. Exaggerating and overlapping the DNA of the star, we created a range of patterns that vary in complexity.
USCELLULAR: REBRAND
A flexible grid system was created for advertising—from social media posts to highway billboards.
USCELLULAR: REBRAND
In-Store Experience
And the really fun part—creating a dynamic in-store experience that deployed our design assets.
It was essential to warmup the interiors.
Color and pattern were used to surprise
and delight new and existing customers.
While COVID took the reins and continued
to alter how we shop, we provided UScellular with new ways to adapt.
USCellular: rebrand
capabilities
Strategy
Masterbrand Identity
Interior Design
Product Design
Photography POV
Trade Show Booth Design
Social
OOH
Print Collateral
Apparel Design