Xfinity Mobile Launch — Creative Direction for Code & Theory by Claudia Chow

Xfinity Mobile

Xfinity Mobile is Comcast's entry into the mobile service vertical. Engaged by Code & Theory as contract Creative Director to lead a 20+ person team from concept through design system, spanning visual direction, responsive website, packaging, viral game, and hardware.

Rooted in Xfinity's brand principles, proposed a mission, personality, and tone for Xfinity Mobile and expressed it through the visual direction of key pages, complementing the official brand identity developed by another agency.

Turned around a churning client relationship, building the trust that positioned Code & Theory as creative lead among the partner agencies on the account.

Results
Xfinity Mobile went on to acquire 380K customer lines in its first year.

In Their Words
"A designer's creative director, giving actionable direction designers can execute on. And a client's creative director, who understands a company's business and experience goals, builds on them, and translates them for a design team."

– Michael Reddy, Group Director, Code & Theory

At a pivot point? Let's sharpen it — claudia@studiochow.com