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.
Fall 2016 – Fall 2018
create a visual identity system and social content for a corporate social good campaign aimed at Gen Z
– creative strategy
– art and copy direction
– social persona
– client presentation
– team management
– creative scope
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
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.
View this post on Instagram
#Repost @donialuvsu This COULD be us but you hatin💁🏻😏 🐯💞 I’m working with AT&T to say @later_haters to block out hate and put love on blast. AND YOU CAN, TOO! There is a special Snapchat geofilter on your high school campus TODAY. Use it and post your screenshot on Instagram with the hashtag #LaterHaters. #att