I was brought on to develop the branding and logo design for T-Mobile’s Shop Minority Day—an initiative focused on celebrating and supporting minority-owned businesses across the country. The goal was to create a visual identity that felt empowering, community-driven, and aligned with T-Mobile’s bold brand presence, while also standing on its own as a meaningful cultural movement.

The logo needed to be versatile and impactful, with a look that could live across both digital and physical platforms—from social graphics to retail activations. I crafted a mark that incorporated strong, modern typography and a clean yet energetic visual system, designed to feel both celebratory and action-oriented.

Color and composition played a key role—I leveraged T-Mobile’s signature magenta alongside a palette that reflected diversity, vibrancy, and inclusivity, helping the initiative resonate with a wide range of audiences.

The final identity system served not just as a campaign asset, but as a rallying point for community support, allowing T-Mobile to amplify underrepresented voices and put real energy behind their commitment to diversity.