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Friday, October 13, 2017 - 9:00 AM - 9:40 AM

A case study in AT&T's complete brand identity & experience transformation

AT&T VP, Global Brand Design, Gregg Heard will give an inside look at AT&T’s momentous brand transformation from a telecommunications company into a telecom, media and technology company. Heard will highlight the company’s efforts to transform AT&T’s brand identity and experience to match the transformation of the organization itself. This includes the “why” and “how” behind  investments making AT&T’s identity more emotional, multidimensional and multi-sensorial. Heard will discuss the strategy behind AT&T’s investments in sonic branding, fleet and network technician branding as well as changing the game in the way AT&T’s brand comes to live at sponsored events and environments.


Gregg Heard
VP of Brand Identity & Design

About your Presenter

Gregg Heard is responsible for leading multi-disciplinary teams to bring the AT&T brand to life across all areas of communication and interactive design. Heard provides vision, strategy and leadership across AT&T’s brand design efforts.

Before joining AT&T, Heard served as senior creative director for Philips Design in the Netherlands. During his tenure, he set the creative direction and design strategy for Philips.com and the Philips consumer website. Prior to joining Philips, Heard served as director of user experience for Sapient, where he provided creative and strategic direction for diverse teams to deliver complex ecommerce projects. In his 22 years in the industry, he has developed creative solutions for a diverse mix of brands, including Logitech, Sony, IBM, Harper Collins, Caterpillar, Revo Sunglasses, Philips, and UPS. He has worked at prestigious design firms in San Francisco, Los Angeles, London, Atlanta, and Amsterdam. 

Numerous design publications and organizations have recognized Heard 's work, including the International Forum on Design (iF), Communications Arts, Graphis, Graphic Design USA, and the Smithsonian's National Design Museum.


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