AT&T came to Razorfish in the hopes that we could help them establish a digital foothold with entrepreneurs and owners of small to medium businesses. Essentially what they sought was a brand content platform and niche social media network hybrid. Our answer was the AT&T Small Business Circle.
The project began with the client asking us to spool up a landing page that the a series of TV spots would be driving to. This quickly escalated from a splash page to something much, much larger. The problem was that the media buy was for the Masters Tournament, the most heralded and holy of all golf tournaments, and there was absolutely no way that the date would be changing. We had only a few weeks to go from cohesive concept to live site.
Our team basically just put our headphones on, sat down in front of our machines, and didn't come up for air until the site was live. It was brutal. We had met the deadline and the client was thrilled but we knew we could do better.
We took a breather for a couple days before coming back and pushing for an enhanced experience, one that we knew the audience craved and deserved. We were able to convince our client that the investment in a fully responsive experience and stronger branded content upfront would be worth it in the long run. Then came the fun part. We got to lay it down the way we knew it should be from the beginning. A more robust, scalable, touch friendly navigation was rolled in. A beautifully responsive grid was put into place. A series of 3 incredible documentary style Real Stories were shot. The end result was a solid design system and a fully functioning responsive system that worked across all devices types and sizes.
Creative Director: Toby Past
Associate Creative Director / Writer: Jen Copeland
Art Director: Joey Manfre
Senior Designers: Evan McAlister, Sears McAdam
