What
Rebranding campaign
Digital ads
Print ads
Direct marketing
Banners
E-mailing
OOH
POS marketing

Year
2022-2023

Team
Senior Designer - Buket Mihrinnisa Uygur
Senior Creative Director - Neil Esposito
Creative Director Copy - Tim Woods
Executive Creative Director - Eileen Bull-Esteves

Optimum — Get closer, go farther

A nationwide rebrand introducing a refreshed visual system across all Optimum customer touchpoints.

Role

Senior Designer — led design execution and system rollout across print, OOH, digital, CRM, and retail for a multi-market organization.

What I Did

  • - Translated brand strategy into modular layouts and typography systems

  • - Designed scalable assets used across national and regional campaigns

  • - Partnered with creative, marketing, and production teams on high-volume rollouts

Impact

  • - Templates and guidelines adopted across 30+ markets

  • - Assets designed once, adapted across channels without rework

  • - Established a unified visual language across consumer and business communications

Graphic system foundation

Our design features Optimum's new primary brand colors of blue and orange, bringing energy and warmth to the palette. The dynamic line, created with orange and energy blue threads, forms line illustrations and a "connection ring" in the shape of a circle, representing the intertwined relationship between the customer and Optimum's commitment to better service. These threads signify motion and connection, whether used interactively over photography or to create line illustrations. They can also flex to form a perfect circle, illustrating connection in more conservative executions where the threads cannot exist freely. The thread system has three primary applications: interaction, organization, and illustration, using both threads and connective rings to cater to various execution types and requirements.

"Get closer, go farther" emphasizes unity and progress through a simple yet effective visual language. 

Graphic system snapshots for Optimum

Graphic system snapshots for Optimum Mobile

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