The problem
As Senior Design Manager at T-Mobile, I worked on three major U.S. brand collaborations, including this Target Brightspot concept. T-Mobile partners with well-known brands to provide white-labeled mobile services, and the challenge was to design an interface that felt seamless within the Target ecosystem while establishing a distinct, recognizable identity for the service.
The objective
The goal was to create a sleek, intuitive mobile experience that balanced familiarity with innovation—delivering a simple account management interface while reinforcing the Target brand and engaging users with rewards-focused features.
The result
The final concept successfully blends clean, accessible account management with a focused, incentive-driven approach to rewards. Because T-Mobile already serves over 119.7 million wireless customers in the U.S. as of end-2023, the white-label partner program operates at real scale. By leveraging that scale, our design allowed the Brightspot service to fit naturally into the Target ecosystem and benefit from T-Mobile’s network reach, while maintaining its own distinct brand identity. The interface feels modern, approachable, and aligned with both T-Mobile’s and Target’s brand standards — delivering a cohesive and engaging mobile experience.
