Illustration “Flexes” Mightily for AT&T
“It’s become our ‘go-to,’” says Oliver Dudley, Creative Director – Digital, Brand at AT&T, about half an hour into an illuminating talk on the topic of Illustration’s value. I smile, of course, appreciative both of Oliver’s observation and his willingness to participate in this important conversation.
Oliver, along with Peter Borowski, AT&T’s V.P. and Head of Global Design, graciously joined SHA illustrator Mark Riedy and I to take a look back at an especially rewarding project. We ended up drawing insights not just about our teams’ processes and outcome, but actually on the creative process as a whole. (I love when that happens!) Emily Yip, Sr. Project Manager – Brand participated as well, shedding invaluable additional light on how everything came together.
Essentially, what Oliver, Peter, Emily, and their teams were looking to do was to refine, strategize and optimize the way AT&T uses imagery in their materials. Together, we developed a versatile approach and a working Illustration Style Guide that helped produce a massive Library of Illustrations, created by Mark, for this Fortune 100 corporation.
AT&T Fiber - Suburbs Homes Street View Sketches
“We realized fairly early on in the process that more illustration could be a replacement for photography overall,” Peter reflected, eliciting nods all around. The AT&T team, particularly in conjunction with other leaders throughout the company, sought overall brand consistency – along with artistic ingenuity. Their conclusion: Photography wasn’t quite cutting it.
““Illustration provided a solution that could more accurately and completely play into the AT&T color palette. Freeing themselves from the constraints of photography, the group gained agency and control – particularly when it came to the meticulous specifics of certain visuals.” ”
“We needed to think more broadly,” affirmed Oliver. “Illustration flexes more broadly than photography.”
AT&T Workforce Infographic
His word choice caused me to raise an eyebrow, initially. But after a moment’s thought, I found myself nodding along again. With illustration, particularly when you’re working with a seasoned pro like Mark, it’s not only possible but downright inspiring to find ways of integrating all kinds of subtle elements that reinforce the big idea while maintaining brand alignment. Go ahead! Get as granular as you want – you’re not hemmed in by what can be captured with a camera, or what can be faked in Photoshop. What’s more, you can trust with confidence that the outcome will be compelling and artful… there’s literally an artist making sure of that.
“It has been interesting and enlightening, for me as an illustrator, to immerse myself in a singular brand for an extended period of time”, said Riedy. “Working with this team has been a highly collaborative process”.
Business Setting Airport Escalator sketches
Looking ahead, Peter shared his excitement about the Illustration Style Guide and Library’s power to “pass the baton” to new and additional AT&T teams, helping everyone communicate what the company has to offer its millions of customers. I, of course, shared his excitement, and came away from the conversation with a deep appreciation for all the candor and insight shared by Peter, Oliver and Emily. It’s always fulfilling for me – and all the SHA illustrators – to see a client accomplish what they set out to do while also gaining some new wisdom and inspiration.
At the end of the call, during those familiar moments where everyone gathers final thoughts and prepares to log off, even starting to look ahead to the next challenge in the day, I couldn’t help thinking something, but didn’t quite say it out loud. That’s why I want to end with it here: Partnerships like this are why I love this business so much. Making art that makes a difference, and accomplishes a worthy goal, is really what we’re all about.
Congratulations to Peter, Oliver, Emily and the whole AT&T team on establishing such a bright and clear path forward. We’re always honored to help.
