UScellular 2024
Connecting Communities In The Middle of Anywhere
Credits
MullenLowe Design
Team
Sean O’Brien
Tony Buckland
Lauren Schroeter
Meghan Gollihue
Ronnie Alley
Sarah Reed
Tyler Eldridge
My Role
Junior Designer
Project Information
Since being founded in 1983, UScellular has become the fifth-largest wireless network in the United States, serving customers in 23 states. It had been nearly 20 years since its last visual identity refresh. Testing uncovered that not only was the business finding it difficult to build and maintain customers, 75% of consumers weren't even considering the brand. MullenLowe Design was tasked with restoring relevancy to attract a younger audience without losing their already established brand equity.
Logo
The spoke of our star symbol became a motif that we used in a variety of ways in the graphic system. The layering of information and the color blocking of layouts gave homage to the brands history of providing coverage to the most remote areas of the midwest, often where the great plains stretch as far as the eye can see.
Today, UScellular’s coverage extends coast to coast, covering all corners of the United States, bringing together communities and connecting friends and families where ever they need it most.
Design System
When developing the graphic system, it was important to keep in mind the scale and breadth of products and plans that they would need to promote to their audience. We leveraged a strict grid that heroed type hierarchy and art direction as a primary way to maintain vibrancy within copy-intensive communications.
The overlapping forms of the star, paired with color blocking and patterns leveraged our core strategy around connection. Our typefaces’ construction were inspired by American woodcut letterforms and 19th century American Gothic design features which gave us the perfect balance between heritage and human made imperfections.