AT&T
Rebranding Mexico Overnight
Experience Design | Project Management
As part of its market entry strategy, AT&T acquired NEXTEL and IUSACELL in Mexico, both of which had filed for bankruptcy.
Due to local regulations, all legacy stores had to be rebranded in a very short timeframe.
500+
stores
6
months
nation wide
the challenge.
the results.
The rebranded stores brought AT&T’s identity to life, blending global brand standards with local customer expectations.
From the storefront to the in-store experience, every detail was redesigned to establish AT&T as a bold new player in the Mexican market.
my role.
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Store prioritization: Developed a segmentation model based on location and sales data to recommend which stores to retain and prioritize for rebranding. This framework guided the nationwide execution plan.
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Vendor management: Led vendor screening and onboarding across furniture design, execution partners, and paint suppliers, ensuring quality and scalability.
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Furniture design & adaptation: Redefined store elements to fit diverse formats. I redesigned service booths to increase customer interaction in smaller footprints and created new phone and accessory displays tailored to compact layouts
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Rebrand execution: Directed rebranding execution across flagship, premium, and standard stores, overseeing painting, signage, and furniture delivery with the rollout partner.
our impact.
01.
Successfully completed the nationwide rebrand of 500+ stores within 6 months, avoiding regulatory fines and securing AT&T’s brand presence in Mexico.
02.
Delivered scalable design adaptations that improved customer engagement in smaller stores.
03.
Established a vendor ecosystem that accelerated rollout speed while maintaining quality.
learnings.
This project reinforced the value of thinking in solutions, not problems. These challenges demanded quick, creative decisions, often using temporary fixes to keep momentum while ensuring critical outcomes. I learned that progress over perfection isn’t just a mantra, it’s how high-impact projects succeed under pressure. Leading this rebrand strengthened my ability to combine strategic thinking, hands-on execution, and creative problem-solving, all while keeping the human experience at the center of every decision.