When AT&T and Bell Labs launched the Lucent Technologies brand to the world, I was at the heart of it
at McCann. Lucent’s marketing mission was to present itself as the global leader in both consumer and enterprise-related telephone and digital communications. My challenge was to translate the “Lucent” graphic language across all media including the creation of TV, print, packaging and global style guide.
As part of the iconic Lucent television launch, I designed this spot utilizing the iconic branding elements of spare type, simple video screen and straight-forward voice over and sound effects.