The Back 2 School event needed an event playbook that could flex effortlessly across AT&T’s digital surfaces, retail environments, and partner teams. As the lead designer, I established the visual look and feel and built the event playbook from the ground up. The final deliverables included a cohesive set of guidelines that defined the visual direction, typography rules, illustration style, graphic elements, production templates, and the thematic statement that anchored the campaign.

The creative leaned into a playful “chalkboard as the blank slate where a new year of possibilities takes shape” idea and was called Take Flight. The campaign utilized chalk-style illustrations, benefits-first messaging, and imaginative educational motifs to inspire families and students as they stepped into the new school year. By outlining a clear, scalable system, the playbook streamlined production, aligned messaging across teams, and ensured that every asset — from web banners to in-store signage — felt connected, intentional, and rooted in the same story.