At a critical moment in communications history, the technology and research arm of giant AT&T is spun-off into a multi-billion dollar, stand-alone company that no one has ever heard of.
Identity, mission, tone, manner, media and advertising, all from the ground up.
Since we were essentially a start-up, we acted like the scrappiest, garage-based start-up out there. We were forthright, disarming, irreverent, accessible. We changed the way communications giants could be seen and perceived, and we created trust from the word GO. The result was the largest IPO in Wall Street history.