T-MOBILE AMP & SYNC
Executive Summary
Engaged by T-Mobile executive leadership to architect AMP (Accelerate My Performance), a comprehensive enterprise performance and career development platform designed to establish a clear, scalable framework for employee growth, executive communication, and organizational alignment.
Owned end-to-end development of the AMP system, including strategic framework design, program naming, brand identity, platform architecture, and executive communications integration. Created the AMP and SYNC program identities, authored the foundational communication strategy, and defined the visual, structural, and narrative system enabling adoption across the enterprise.
Directed creation of the executive launch video, including scripting, narration, animation, and full creative production, establishing the platform’s voice and positioning.
The resulting system established a unified performance communication model connecting employees and leadership, creating a sustainable framework for career development, engagement, and organizational alignment across T-Mobile’s workforce.
Scope of Leadership
- Architected AMP enterprise performance platform, establishing strategic framework governing career development and executive communication across the organization
- Defined program architecture, naming conventions, and brand system, including creation of AMP and SYNC identities and communication structure
- Authored foundational strategic plan defining program purpose, employee engagement model, and executive adoption framework
- Directed development of the AMP digital platform within T-Mobile’s internal infrastructure, establishing scalable system for enterprise deployment
- Created and produced executive launch video, including narrative development, scriptwriting, animation, and narration, defining program voice and leadership positioning
- Provided executive creative direction for all program components, ensuring clarity, credibility, and enterprise-level adoption
- Led multidisciplinary creative and technical teams responsible for design, animation, and platform implementation
- Partnered directly with executive stakeholders to ensure alignment with organizational priorities and workforce development objectives
- Directed enterprise rollout of AMP system across corporate and retail environments, including creation of physical and digital communication assets deployed across all T-Mobile store locations
STRATEGIC CHALLENGE
T-Mobile required the creation of a clearly defined program and communications framework capable of supporting employees throughout their career journey while strengthening connection, clarity, and alignment between leadership and the broader organization. The initiative needed to be intuitive, ownable, and easily adoptable, enabling employees to understand both the program itself and their role within it.
The challenge was to originate a communications platform and identity system that could introduce the program, establish its credibility, and create a repeatable structure for ongoing communication between executives and employees—ensuring clarity, consistency, and enterprise-wide adoption.
STRATEGIC IMPACT
Established foundational brand framework guiding Alaska Airlines’ evolution from a regional carrier to a differentiated, experience-driven airline brand.
Enabled leadership alignment around a cohesive brand vision supporting long-term growth, employee engagement, and customer loyalty.
Provided strategic clarity that informed subsequent brand communications, customer experience initiatives, and organizational positioning.
Enterprise deployment extended across both digital infrastructure and physical retail environments, including nationwide rollout of AMP and SYNC materials across all T-Mobile store locations.
This ensured direct visibility and engagement with frontline employees, reinforcing alignment between executive leadership and the retail workforce.
The program established a unified communication system operating across corporate, digital, and physical organizational environments.
James Kirby | T-Mobile SVP National Retail
"I worked with Natalie for many years on high profile branded projects for T-Mobile including presentations, corporate events and more. We have traveled together to CES on a couple of occasions and she provided onsite support and made sure we have stayed on brand and message throughout, while meeting extremely tight deadlines.
During our years of working together, Natalie has remained a partner I could count on whenever I needed anything, and always went above and beyond. She made using her and her team at idesign seamless for our organization. She continues to do great work for T-Mobile, and be a great resource I can always count on whenever I need any brand direction, or projects completed on brand and on time."
