![](https://s3images.coroflot.com/user_files/individual_files/213517_flgz9kfqnajv35r_euwv_k_pg.jpg)
Design Strategy: White space was already part of T-Mobile's branding, so I decided to leverage this for the concept of simplicity. As I experimented with various shapes of white, I realized that diagonal lines emphasized the idea of "cutting through the clutter"—especially when placed in the context of advertising chaos.
![](https://s3images.coroflot.com/user_files/individual_files/213517_xf07jk2egzu6rvywqykieglvh.jpg)
I thought of places where visual clutter often occurs—circulars, websites, city streets, and even Nascar races—and created a look and feel that could become a fully integrated campaign.
![](https://s3images.coroflot.com/user_files/individual_files/213517_e3ycfyje79eor6goijh0xvmis.jpg)
This idea gained traction and the visuals were highly received by the client, but T-Mobile decided to put the simplicity concept on hold. (Update: Since I left Publicis, TM has created the "Simple Choice" plan.)
![](https://s3images.coroflot.com/user_files/individual_files/213517_shjctcdzesplbhxkq4guk38da.jpg)
![](https://s3images.coroflot.com/user_files/individual_files/213517_nm0uebydpu7qblqv7ehmsim2b.jpg)
![](https://s3images.coroflot.com/user_files/individual_files/213517_8_eqr4ckzf9rv7eelcolhnt9x.jpg)
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