T-Mobile has a fleet of trucks, trailers, and vans that have the ability (when parked), to open up panels and transform into a mini-store, creating sales opportunities on-site at events.
SERVICES
Out-of-Home Advertising
Packaging Design
My goal was to design new vehicle wraps in the T-Mobile brand style with evergreen messaging for long term use.
One fun and challenging thing about this projects was that due to their transformative abilities, some panels were only visible when the trucks were closed up, and some were only visible when the trucks were in their open mode, which afforded us distinct messaging opportunities, depending on the state of the truck. These trucks and trailers would be utilized at public events (think college, community, and sporting activities, humanitarian aid and more).
This project followed T-Mobile’s acquisition/absorption of Sprint and their new brand positioning as the U.S. wireless network leader in 5G. This concept of coverage was portrayed in the image – the magenta wave sweeping the country and the ‘magenta-fied’ roofs indicating T-Mobile’s coverage of the household.
Large Event Truck
The design I laid out for the Large Event Truck had 2 states: opened (parked/shop engaged) and closed (for driving). When the truck was closed, it was completely magenta wrapped with white text for high brand recognition and readability. The back panel featured the large T-digit, the side panels each had the “A New Choice in Coverage & Value” tagline that we were using at the time, positioning T-Mobile as a competitor with Verizon.
These were going to be in some areas where T-Mobile hadn’t extended their 5G coverage yet, so we opted to leave the “5G” out of the headline on this vehicle.
When the truck is in it’s open state, the back panel folds out to reveal “Save up to 20%” to the left of the shop and 2 panels on the right side fold out to provide a large panel with the coverage image, featuring the same tagline from the closed truck. The full logo is visible on both of the flanking panels, plus the center foldout panel that acts as an awning above the store.
Extendable Trailer
This trailer, when parked, has an extendable side with windows that turned the trailer into a pop-up shop. When closed, panels covered the windows and doors which I designed with the same magenta and logo. One side featured the tagline, along with the image in a similar format to our outdoor billboards.
When opened, the panel covering the windows folds up into a sign above the shop, featuring the T-Mobile logo. The panel to the right of the shop featured the tagline with a special callout to the 5G to attract attention.
Expandable Trailer
Similar to the truck and extendable trailer, this trailer had the capability to expand and turn into a pop-up shop when parked/open. When closed, this magenta trailer featured the “A New Choice in 5G Coverage & Value” tagline. At a request from our partner, we leaned into heavy logo use on this trailer: in it’s open state, the shop features a full series of logo panels in brand colors.
Van
The van simply featured tagline and logo on the sides and the brand T-digit that met across the back panels, which opened to reveal a slide-out shop portion.
Graphic Design & Advertising 