#ItsOurTime Winter Olympics 2014 - AT&T

#ItsOurTime (http://itsourtime.com) is an interactive rally sponsored by AT&T for The Sochi 2014 Winter Olympics, where Americans can pledge their support for our athletes with the traditional USA chant.

BadProtein (Diego Aguilar and I) were commissioned by BBDO to develop the core brand language for this campaign. We produced a number of different systems, but eventually all of the work was consolidated to http://toolofna.com/ for final production and app development.

Most of our work was minimized/reappropriated, and the team seems to have gone a different typographic route.

This is the core logomark I developed which made it to the end. It's a simple patriotic spin on the campaign hashmark, based on the signature motion of Winter downhill sports and imbued with some American spirit. The palette was derived loosely from AT&T's brand color system. Since our goal was to visually celebrate the athletes, I left only subtle visual cues to AT&T.

I've attached some key ancillary visuals from the very first pitch. A fuller case study will come showing the entire original concept spanning broadcast/interactive/mobile.