Metro by T-Mobile

REBRAND + CAMPAIGN CREATIVE

Campaign: Rule Your Day
Role: Art Director
Services: Concept Development, Visual Identity, Brand Guidelines, Multichannel Design

The Challenge

Metro by T-Mobile set out to claim its stake in the prepaid market by doing more than selling a service, they wanted to shift the narrative. Research revealed that the stigma around prepaid wireless wasn’t rooted in the providers, but in outdated assumptions about the people who used them. Our task: flip the script on who the prepaid customer is.

The Insight

Our audience wasn’t behind—they were ahead. These were hustlers, side-giggers, dream-chasers and doers. Smart, resourceful, and self-made. We needed to reflect that identity back to them, and to the culture at large.

The Concept

I developed the campaign look and feel around a new kind of royalty: the modern, self-made Metro customer. Bold typography, a high-energy color palette, and an evolved visual treatment of the Metro magnet became central to the “Rule Your Day” identity. I led concept development, art direction, and design of the campaign logo and visual system—each element built to reflect forward motion, personal power, and everyday hustle.

Execution

Once the visual direction was selected, I guided our agency design team in building out brand guidelines and cross-channel design assets. The system was designed to be flexible, seamlessly spanning digital, broadcast, OOH, in-store, and social, while maintaining a strong, unified voice across brand and retail.

Real customers like Tamira and Daniela took center stage alongside NBA players Jayson Tatum and Karl-Anthony Towns, helping to humanize the message and celebrate the real stories of Metro’s “new royalty.”