Identity Design, Art Direction → 2018
To get College Football fans hyped about the upcoming 2018 season, we created a bespoke barber shop fan experience.
An extension of the bigger AT&T More for Your Thing campaign, we let fans know there’s more ways to show support for their team and fandom.
Photos by Rance Randle
Activation
From shaved school logos to completely dyed beards, we gave thousands of unique cuts—we even had a pop-up @ the 2019 CFB Championship.
The #Saturdo was born.
Visual Identity
In collaboration with the creative team, I was asked to come up with an identity that reflected an energetic, sports-like tone while also sharing qualities of a traditional barber/shop symbol.
Above all, it had to be instantly recognizable as part of AT&T.
Because this was an ephemeral activation vs. a long-standing brand, I went in the direction of recognizable shears, paired with flowy type.
We created custom capes, on-site signage, and everything you’d need to feel like you were at an authentic shop.
To get fans excited about the massive amount of college ball games streaming on DirecTV, we created pop-ups @ select Uni’s with some of the most fanatical fan bases.
We sought out local barbers, in partnership with Derek The Barber, and setup shop to give fans a new way of expressing their fandom.
