MullenLowe Collection of Work

UScellular Rebrand

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.

ROLES‍

My Role:
Pattern/Color System, Typography, Motion Design Direction

Creative Direction:
Sean O'Brien

Lead Design:
Lauren Schroeter

Designer:
Ronnie Alley

AGENCY

MullenLowe

After we gained final approval on the logo and wordmark, we went about exploring how the rest of the system could be developed. We knew that a heavy amount of UScellular's designed assets are advertising based, so we built module templates where devices and lifestyle imagery could be swapped in and out based on the promotion.

Providence Hospitals

Providence is a network of hospitals on the west coast of the United States. They came to MullenLowe Design with a new logo and the need for a design system to reflect how they are looking to transform health care. Originally founded by a sisterhood of Nuns, we took inspiration from the patterns and auras that can be experienced in places of worship. We kept the symbolism subtle in order show that Providence is a place of inclusivity, not exclusivity, for all religions and beliefs.

ROLES‍

My Role:
Early Round Design Exploration

Creative Direction:
Sean O'Brien

Lead Design:
Lauren Schroeter

Designer:
Ronnie Alley, Chiara Pucci

AGENCY

MullenLowe

This proposed direction that I worked on was not ultimately selected, but the clients enjoyed the imagery selections and the sophistication of the typography which we carried through in the next round. While many modern medical services are choosing to go with sleek sans serif typefaces with minimal color blocking, we wanted to bring differentiation through the many years of heritage Providence has.