Alltel U
Redesign
Redesign of Alltel's Prepaid Brand Imprint
Concept. Design. Direction
Campbell-Ewald
Categories
design
interactive
Add Plans - Shows final nav.
Homepage Iteration - does away with Alltel top-nav
Plans Detail - shows the 2-column system in action
Like all telecom companies, Alltel had a prepaid sub-brand. Theirs was labeled 'U', and involved complete flexibility of plans, phones and options around the consumer.
The brand was conceived as being more carefree and fresh than the more corporate Alltel parent design. Previously, this had been portrayed through more youthful colors and photography only - the website was somewhat lacking in terms of portraying this - and also more limiting in terms of content: even to the point of having a different label.
Initially, we tried to create a nav system that would cascade from left-to-right, but time constraints and a client desire to integrate nav functions with the parent brand over-rode this. I was still able to add color-coding to the nav, and subtle fun cues to freshen the experience slightly.
I created a variety of design templates that would integrate the other pieces of the subrand, and allow for a more 'fun' site environment without sacrificing any of the consumer needs or ecommerce functions.