When asked to design large-scale wall graphics for UScellular’s spacious new corporate headquarters, our team experimented to create art that might feel invigorating to employees. Though not originally a project within our agency’s scope, interior design firms had offered up a sedate, minimalistic style that didn’t excite the client. We were asked to bring our understanding of the brand from our work in their retail environment to their home base.

I explored deconstructing the UScellular star logo into curved, flying bird-like shapes and flowing lines, reassembled into abstract patterns full of movement and energy. When I think of UScellular’s cell towers, I’ve often seen them standing tall in a rural field against a big open sky, with only birds able to reach similar heights and distances of the signals being sent out.

I suggested applying these transitional patterns in directions that employees were meant to move, and to blend varied materials in the appropriate spaces: perhaps sound-muting fabric in loud or echoing meeting spaces, or sleek tile in restrooms or cafeteria spaces, and bold, dimensional wood or metal sculpture walls at points they wish to accentuate, such as reception or executive suites. Color and shapes could build up, directing the eye to certain spaces and tapering off to transition into solid walls (such as in a long corridor.) White could be used as a calming, “quiet” (but not boring) tone in the palette, just as I encouraged its use in the retail promotional art we produced for this client.

Art direction and design for UScellular at Arc Worldwide (Leo Burnett & Publicis Groupe).