U.S. Cellular®

Putting wireless in everyone’s hands.

A regional carrier at its core, USC was swimming in a category dominated by major carriers that would continue to outspend them 100:1. 

Our focus was on their differentiating brand valuable: an uncanny focus on the overlooked. Those left behind in rural communities and those that simply rejected that notion that a major carrier could possibly be the right fit. We created a series of unique tools and experiences that elevated their “Main Street, USA” feel and localized perception in ways that only a truly empathetic carrier could.

USC "Meet The Bytes"

In the carrier world, the idea of sharing data was relatively new. We were tasked with educating consumers on the benefits of data and helping to quantify what the different packages could be. 

We took a rather simple approach that personified the USC data packages into basic building “blocks”. Each block was assigned a personality that came through in terms of scale and distinguishing features. Our program was called “Meet the Bytes.”

Creative Team: Chun Kong, Kyle Eby, Justin De Lara, Kira Bigwood, Matthew Whiting, Jen Lesniak, Vitamin Creative

Each unique "Byte" featured a visual design system indicating how much data was included with a front face dial.

The friendly and approachable Bytes became the design system used throughout the USC ecosystem.

After introducing "The Bytes", we found it was essential to contextualize how much data was needed for everyone. We created an easy-to-use push-button style of data prompts that guided users into an appropriate plan.

Our "Bytes" even made it to Primetime on the end tags of all the U.S. Cellular broadcast spots.

USC "Stand with Small"

The souls behind the small businesses understand compromise. They live in a cookie-cutter world that expects them to adopt typical enterprise services even though they’re barely larger than a family. 

U.S. Cellular® understands that reality. They live it. And they decided to something about it. That’s where we came in. Working alongside Mullen, we combed through the data of our most critical customers and identified segments of businesses that appeared to use similar devices, plans & services. From there we crafted a series of tailor-made digital experiences that were unique to the small business vertical.

Our Better Business Packages were custom industry specific bundles that paired phones with top rated apps from the category. 

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