Giving small owned businesses their edge back in the face of obstacles not seen in our lifetimes

2020 challenged even the most resilient of us, but in particular it challenged small business, businesses that are the lifeblood of America. With over 60% of small businesses were facing permanent closure and black owned businesses being disproportionately hit.
T-Mobile could not sit by and do nothing.

We identified the core elements of small business ownership that all entrepreneurs must grasp in order to see success in the short and long term. Using this information we built a curricular educational experience across editorial, experiential, and social media touchpoints.

Built a design system that extended to every aspect of the program

Magenta Edge was our answer. We started with coming up with the name and designing a logo to be the signpost of our program. We went through several rounds of naming sessions and then dozens of logo designs to arrive at what you see here.