PROJECT DATE: 2008
The consumer face and structure of ATT.com was about to drastically change after a series of mergers. While the changes were beneficial, there was potential for customer confusion upon initial release. Some of the significant changes included AT&T changing its primary brand color from blue to orange (Brand 2.0), many information structures were consolidating into one, and the site was shifting from being product-focused to being task-based. We saw this as the perfect opportunity to communicate to customers in a fun, engaging way what was in store for them, while mitigating any potential customer disconnect.
This project was one of the first high-visibility web implementations of the new brand, so getting it right was especially important. Traffic stats were high for the microsite prior to the relaunch, and reports from the support center showed that questions related to the updates were less than projected. It also received top honors with three W3 Awards in 2008 including a Gold for Best-in-Class (Telecommunication), and two Silvers for Visual Appeal and Rich Media.