AT&T Later Haters

Ashley Smith and Ariel Hart created the “Later Haters” program in response to AT&T’s request for a social good campaign that connected the brand with the emerging Gen Z audience. I directed the translation of that creative concept to practical execution from the project’s inception creating a logo, look/feel, and style guides through a reboot one year later in response to community feedback. The identity had to be inherently flexible to work across multiple platforms. Leaning into this sense of creative agility allowed Later Haters to accommodate the major shift in style from a digital to a handmade aesthetic that was crucial to its success.

CLIENT
AT&T
Dallas, TX

AGENCY
McBeard/Fullscreen

TIMELINE
Fall 2016 – Fall 2018

KEY OBJECTIVES
create a visual identity system and social content for a corporate social good campaign aimed at Gen Z

MY ROLE
– creative strategy
– art and copy direction
– social persona
– client presentation
– team management
– creative scope

AWARDS
2017 Amy Awards win for “Best Digital Advertising”

EARLY MOOD BOARD

Before jumping into a logo, I developed mood boards and a style guide. AT&T’s feedback through this phase was that Later Haters should feel “digitally native.”
In approaching colors and typography, I first narrowed my choices by ruling out anything associated with their competitors. Then I leaned into directions that created visual hierarchy through basic contrast—hand lettering to support a bold sans serif primary typeface, for example.

EARLY STYLE GUIDE

THE LOGO

logo explorations
Creating the Later Haters logo was a refreshing challenge for my design team, most of whom had only tackled identity projects in school. I used the educational opportunity to get the whole team involved as a way to elevate everyone’s skills and safeguard our deliverables with an abundance and diversity of options. The final logo (seen above) succeeded in achieving the goals of being simple, playful, and easy to combine with the AT&T globe.
Later Haters debuted in partnership with some major influencers but struggled to connect with its target Gen Z audience. Initially AT&T suggested posting “memes” to make the program seem “more relevant.” Naturally the digital natives smelled that brand marketing from miles away and weren’t shy about hating on the inauthenticity they perceived. Suddenly Later Haters was doing basically the opposite of what it was supposed to and suddenly AT&T had a reason to take a risk.
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Buuurrrr it’s cold in here. #LaterHaters

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I directed my team to revisit their roots as artists. Lennox Rees, the team’s Jr Art Director was also a collage artist and I empowered her to define a visual style inspired by the real words of encouragement overheard on our creative team’s weekly calls and enthusiastic Slack channel. Images emphasized personal experience instead of internet trends and allowing “the artist’s hand” to show in the work dramatically changed the conversation happening in the comments. The audience started actually sharing their experiences with bullying and we were able to seamlessly infuse new posts with those stories.
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Good friends and pizza are essential. #BandTogether and bond over the positive rather than the negative things in life.

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Me when I saw you today.

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#BandTogether and let those you care about know how important they are to you.

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Summer is here! Say #LaterHaters and let the sunshine in.

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Shake your head to channel the positivity and tell us what you see in the comments below! ✌ #LaterHaters

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Thanks for joining us on this #DayOfHearts!

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DIRECT REPORTS

Lennox Rees

Nikki Jagerman
Laura Horstmann
Greg Kasunich
Shelby Chikazawa

Thea Lux

Clara Lee
Linsey Metcalf
Farah Mohiuddin
Joellen Smith
Shari Hyun
Christina Scamporrino
Emma Trithart
Mary Delioussina
Sofia Silvestrini

Cheryl Agustin
Tahnee Gehm
Sean Godsey
Sarah Tuhro

Emilio Santoyo

Charlotte Holden
Linda Park

Jr Art Director

Copywriter

Sr Creative Producer
Creative Producer
Creative Producer
Creative Producer

Sr Graphic Designer
Sr Graphic Designer
Sr Graphic Designer
Sr Graphic Designer
Graphic Designer
Graphic Designer
Graphic Designer
Jr Graphic Designer
Jr Graphic Designer

Sr Animator
Sr Animator
Animator
Animator

Illustrator

Design Intern
Design Intern

OTHER CREATIVES

Ariel Hart
Ashley Smith

Max Mayer
Jimy Shah

 

Creative Director
Creative Strategist

Copywriter
Copywriter

Photography

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