About this Project

This Plans Book was developed for the National Student Advertising Competition (NSAC) as part of an integrated campaign for AT&T, aimed at positioning the brand as desirable and culturally relevant to Gen Z. Built around AT&T’s platform “Connecting changes everything,” the campaign introduces the secondary line “It just clicks” to express ease and everyday connection.

Designed in collaboration, the book translates a high volume of strategy, research, and campaign detail into a structured editorial system. As one of two designers, I focused on organizing dense content through clear hierarchy, grid systems, and typographic consistency to ensure readability and flow.

The campaign was recognized as a Top 8 finalist in the country, and the plans book reflects a copy-driven approach that balances complex information with clarity in a polished, presentation-ready format.

• Layout Design 
• Typography 
• Information Design 
• Creative Direction